Liquid Death has once again looked at the concept of “normal advertising,” laughed, and buried it in a shallow grave. This time, they teamed up with e.l.f. Cosmetics to create Lip Embalm, a lip balm ad that calmly explains that if you don’t moisturize your lips, your entire face will eventually rot off like a rejected horror-movie extra.

The limited-edition balms come in six Liquid Death flavors, including Severed Lime, Killer Cola, Rest In Peach, and Doctor Death, because nothing says “killer shine” like a product that threatens to turn you into a desiccated husk if you don’t use it.

It’s equal parts skincare ad, PSA, and bedtime story you absolutely should not tell children. And yes, it might actually make you buy lip balm out of fear. Check it out!