e.l.f. Cosmetics is turning one of beauty’s most common frustrations into a horror-comedy campaign with “Unglammy Valley,” a new push for its Soft Glam Satin Foundation starring actress Sara Waisglass. The campaign riffs on the “uncanny valley” phenomenon, dramatizing the very real nightmare of foundation gone wrong - cakey texture, mismatched shades and that moment when the entire look suddenly feels off.