E.L.F. Debuts Bizarre Liminal Horror Ad [Watch]

A few years ago, I would’ve called liminal horror a niche genre for people who love weird, like myself. But that’s not the case anymore. Skinamarink caught fire a few years ago. Kane Parsons’ Backrooms was hugely successful for A24. Liminal horror is more popular than ever.

Various companies have gotten in on the trend. McDonald’s immediately comes to mind. And now cosmetic company e.l.f. Cosmetics is the latest to hop on the liminal horror train, with a new ad titled e.l.f.scape from Unglammy Valley.

The caption on the video describes it as:

“Unglammy Valley = a place where your neck doesn’t match your face. When your foundation is a mismatch, and you look like you…but not. The only way to e.l.f.scape? Soft Glam Satin Foundation!”

In it, we follow a woman who suddenly NoClips into an eerie mall where she runs into freaky versions of herself. It’s weird. It’s unsettling. And I love it.

I mean, come on. How wild is it that a company like e.l.f. is out here delivering one of the strangest fucking cosmetic ads in years, if not ever, inspired by the liminal horror trend? If you’re a fan of the sub-genre, you’re feasting lately. Don’t forget the excellent Exit 8 also released earlier this year.

It’s always a joy to watch a particular horror trend reach this level of mainstream. Especially something as weird as liminal horror. At this point, I wouldn’t be surprised if the Super Bowl halftime show were Backrooms-themed.

Like we always say here at Dread, horror is never “back”. It’s always here, slaying like always.

Now, get ready to feel really uncomfortable with e.l.f. if you don’t already.