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5d ago

e.l.f. Cosmetics Ends Matt Rife Campaign as Critics Demand Concrete Steps

The beauty brand closes the spot after critics resurfaced comedian Matt Rife’s domestic violence jokes.

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E.l.f. Cosmetics is defending a new ad campaign featuring comedian Matt Rife after facing criticism over his past joke about domestic violence. The Oakland-based beauty brand said it “missed the mark” with some customers.  
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Overview

  • e.l.f. unveiled its satirical “e.l.f.ino & Schmarnes” campaign on Aug. 10 with comedian Matt Rife and drag performer Heidi N Closet spoofing personal-injury law ads.
  • Critics and major beauty influencers reignited criticism of Rife’s 2023 domestic violence jokes, calling the brand’s apology a non-apology and urging ad removal or donations to survivor organizations.
  • On Aug. 13 e.l.f. posted that the spot “missed the mark” and would close on Aug. 15, acknowledging the misstep in its talent vetting.
  • Despite pledging an end to the campaign, the ad remains live on social channels, deepening demands for concrete remedial actions.
  • e.l.f. defended its entertainment-led marketing approach by highlighting a pop-up event that drew over 1,100 visitors and distributed roughly $96,000 in products.