Overview

• The spoof ad, released online Tuesday, cast Matt Rife and Heidi N Closet as “e.l.f.ino & Schmarnes” parody lawyers promoting budget-friendly cosmetics.
• Critics zeroed in on Rife’s 2023 Netflix joke about a waitress with a black eye as evidence he was unfit to endorse a women’s beauty brand.
• Beauty influencers such as NikkieTutorials and Jill Clark publicly denounced the partnership, with some announcing they would withdraw their support for e.l.f.
• When Rife reposted the ad on his Instagram account, his followers praised the spot, highlighting a sharp divide in audience reaction.
• Calls for further action on the ad continue, reflecting broader discussions about celebrity-brand vetting and accountability for past controversies.