# Beauty Comedy Collaborations e.l.f. Beauty and Joe Hegyes Shared a GRWM Inspired by Collectibles By Laura McQuarrie | Published 2025-06-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/comedy-collaboration References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/e-l-f-beauty-taps-tiktok-star-joe-hegyes-for) & [instagram](https://www.instagram.com/reel/DKIJC7uvcH3/?utm_source=ig_embed&ig_rid=4189e47f-ff28-45d0-900d-f111c0b21d4f)  Labubus, the small, fuzzy monster collectibles with pointed ears and serrated teeth, are wildly sought-after by fans of all ages and e.l.f. Beauty is tapping into collector culture with a comedy collaboration with TikTok star Joe Hegyes. The Get Ready with Me (GRWM) video turns the collectible plush toy beloved by Gen Z into a beauty influencer, and spotlights many of the [affordable beauty brand's best-selling products](https://www.trendhunter.com/trends/elfie-advantage), like the [Power](https://www.trendhunter.com/trends/hm-and-elf-cosmetics) Grip [Primer](https://www.trendhunter.com/trends/descubre-elfecto-campaign), Halo Glow Highlight, and Hydrating Core Lip Shine. This humorous, satirical routine parodying viral beauty videos takes a dramatic twist, with Hegyes as a Labubu character detailing how they were stolen from a purse, cleaned with disinfectant and sold for a higher price. ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 90% | Activity: 86% | Freshness: 43% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Influencer Comedic Marketing:** Brands are increasingly leveraging humor-driven content through collaborations with social media influencers to engage younger demographics. - **Pop-culture Collectibles Integration:** The integration of pop-culture collectibles into marketing strategies is capturing the attention of fans and creating unique brand experiences. - **Satirical Content Creation:** Content that humorously satirizes popular trends or formats is gaining traction for its shareability and engagement potential. ### Sectors Adopting This - **Beauty Industry:** The beauty industry is witnessing a shift as it incorporates playful and unexpected elements from pop culture to enhance product appeal. - **Social Media Marketing:** Social media marketing strategies are evolving to include more narrative and entertainment-focused content to captivate audiences. - **Collectibles Market:** The collectibles market is intersecting with other consumer sectors, generating new interest and demand through creative brand partnerships. ## Related on Trend Hunter - [Crime-Inspired Beauty Mockumentaries](https://www.trendhunter.com/trends/vanity-vandals.md) - [Collaborative Date-Ready Cosmetics](https://www.trendhunter.com/trends/elf-beauty.md) - [Makeup Water Brand Collections](https://www.trendhunter.com/trends/corpse-paint-makeup.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Fan-Fueled Skincare Campaigns](https://www.trendhunter.com/trends/peculiar-behavior.md) - [Comedic Horror Cosmetics](https://www.trendhunter.com/trends/nyx-x-beetlejuice.md) - [Plush-Inspired Sensorial Cosmetics](https://www.trendhunter.com/trends/ulta-beauty-x-squishmallows.md) - [Hilarious Judicial Beauty Ads](https://www.trendhunter.com/trends/judge-beauty-1.md)