Overview

• E.l.f. closed the fictional 'E.l.f.ino & Schmarnes' campaign and acknowledged it had 'missed the mark' in its public statement.
• Global CMO Kory Marchisotto said the brand chose Rife for his TikTok audience that skews 80 percent female and 75 percent under age 34, noting the backlash was unexpected.
• Observers and social media users labeled the apology a 'non-apology,' criticized that the ad remains accessible, and urged E.l.f. to back its acknowledgement with donations or survivor support.
• More than 1,100 people visited E.l.f.’s pop-up event at New York’s Oculus, redeeming $96,000 in products and cash, underscoring a gap between online criticism and offline engagement.
• Experts say the episode highlights growing reputational risks in rapid, entertainment-driven marketing strategies and the need for thorough talent vetting.