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E.l.f. Cosmetics Issues Apology Over Matt Rife Campaign Controversy
e.l.f. Beauty apologized after criticism over comedian Matt Rife's past domestic violence joke; 80% of Rife's audience is female, mostly under 24, the company said.
- On Tuesday, e.l.f. Beauty published a spoof legal ad featuring Matt Rife and Heidi N Closet promoting budget cosmetics.
- According to the press release, e.l.f. Beauty said the campaign was meant to `humorously spotlight beauty injustice`, despite backlash over Matt Rife’s 2023 domestic violence joke.
- On TikTok, a comment criticizing Rife’s inclusion received over 8,600 likes in less than a day, with influencer Maddy Lucy Dan rehashing his domestic violence joke.
- On August 13, e.l.f. Beauty said it `missed the mark` in an Instagram post, with CMO Kory Marchisotto expressing surprise at the backlash.
- Critics warn hiring Rife clashes with e.l.f. Beauty’s Gen-Z female focus, and Instagram users demanded the campaign be taken down entirely.
23 Articles
23 Articles
Why are people mad at E.l.f. Beauty? The Matt Rife controversy, explained
In a new ad campaign for E.l.f. Beauty, Matt Rife stars alongside drag performer Heidi N. Closet as fictional personal injury lawyers “E.l.f.ino & Schmarnes.” The brand may have been hoping the comedic duo would bring laughs, but instead, the ad has been stirring up controversy. Customers took to social media to decry the casting of Rife, a stand-up comic who previously came under fire for making jokes that blamed victims of domestic violence in…
E.l.f. Cosmetics Issues Statement After Matt Rife Ad Ignites Backlash. What Happened?
A recent e.l.f. Cosmetics ad featuring Matt Rife and Heidi N Closet has sparked controversy online due to the comedian’s past comments on domestic violence. What to know about the backlash.
Fans Outraged After Makeup Brand Features Controversial Comedian Matt Rife In New Ad Campaign
Content warning: domestic violence, joking about domestic violenceFrom tasteless and harmful domestic violence jokes on Netflix to becoming the protector for haunted dolls, Matt Rife has been hot in the news lately, but honestly, not all news is good news.After his recent purchase of Ed and Lorraine Warren's home, which houses the infamous Annabelle doll, some have speculated how long it would take until something went wrong.With his recent part…
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