E.L.F. Cosmetics is facing backlash following the release of its latest advertising campaign, which features comedian Matt Rife (a figure who has sparked significant controversy over past remarks) alongside drag performer Heidi N Closet.
The ad, released on August 11, continues the brand’s ongoing “beauty justice” theme, building on its 2024 Super Bowl commercial. In the new spot, Heidi N Closet appears as “e.l.f.ino” and Rife as “schmarnes,” portraying attorneys defending clients against overpriced beauty products.
Kory Marchisotto, Chief Marketing Officer of E.L.F. Beauty, said in a statement that the campaign aligns with the company’s long-standing mission. “For 21 years, E.L.F. has been making the best of beauty accessible to every eye, lip and face,” Marchisotto said, per the New York Post. “From ‘Cosmetic Criminals’ to ‘Judge Beauty’ to the law offices of ‘e.l.f.ino and schmarnes,’ we stand with our community in favor of beauty justice. Our vigorous defense is high-quality beauty without compromise, to your wallet or your values. That’s the e.l.f.ing way.”
However, the decision to cast Rife has drawn sharp criticism from many customers and social media users, who have accused the brand of aligning itself with someone they believe disrespects women.
Much of the anger stems from a joke Rife made in his 2023 Netflix special involving domestic violence. In the special, he recounted an interaction about a waitress with a black eye and delivered a punchline that many saw as mocking abuse victims.
When the joke prompted backlash, Rife further fueled outrage by posting an Instagram story with a link he claimed would “solve” critics’ concerns. The link redirected to a site selling helmets for people with disabilities, which many interpreted as mocking and dismissive.
Following the release of E.L.F.’s new ad, social media platforms quickly filled with criticism. “Bruh, not Matt Rife. I love y’all as a brand but Matt Rife is not a good person,” one user wrote. Another wrote: “Hm. Elf cosmetics choosing Matt Rife to star in one of their commercials is a choice. Not a good one, but a choice regardless. Was no other misogynist available?”
Others questioned the decision-making process behind the campaign, saying they could not believe no one at the company raised concerns about partnering with him.
Some loyal customers declared they would stop purchasing from the brand altogether. “I have always loved your products, but I cannot support you when you think Matt Rife being on your payroll is a good choice,” one post read. Another said: “You could have picked hundreds of other comedians to be in your ad, but instead you chose someone who thinks domestic violence is a joke.”
The backlash also included accusations that the brand was ignoring criticism by not responding to negative comments online. “You’ve shown your lack of compassion,” one commenter said. “I won’t ever be buying E.L.F. products again.”
As of now, E.L.F. Cosmetics has not publicly addressed the growing criticism surrounding Rife’s involvement in the campaign.