E.l.f. Cosmetics Under Fire for Controversial Matt Rife Ad

E.l.f. Cosmetics Faces Backlash Over New Ad Featuring Comedian Matt Rife Beauty brand e.l.f. Cosmetics has found itself at the center of a social media storm following the release of its latest advertisement, which features comedian Matt Rife alongside drag queen Heidi N Closet. The ad, styled as a parody legal commercial, promotes e.l.f.'s affordable beauty products under the fictional firm "E.L.F.ino & Schmarnes." However, the campaign has been met with significant criticism from consumers, particularly regarding the inclusion of Matt Rife. Numerous comments across social media platforms express disappointment and anger, citing Rife's controversial jokes about domestic violence from his recent Netflix special as the primary reason for their discontent. One user commented, "Matt Rife? The guy that hates women? The guy that makes jokes about DV for his Netflix special? Nah miss me with that." Another stated, "I will never spend another dollar with elf. They know his reputation. They know the jokes be made about D V." The backlash suggests a disconnect between the brand's intended message of accessibility and the public's perception of the chosen celebrity endorser. While the ad aims to position e.l.f. as a champion against overpriced beauty, the controversy surrounding Rife's past remarks has overshadowed the campaign's core message, prompting many to question the brand's judgment in its celebrity partnerships.