A well-known beauty brand is under fire for its inclusion of a controversial comedian in its latest campaign.
E.L.F. Cosmetics released a new ad on August 11 that featured drag queen Heidi N Closet as “e.l.f.ino” and comedian Matt Rife as “schmarnes”.
The legal-themed advertisement builds on a Superbowl 2024 campaign, and sees Heidi N Closet and Rife try to defend their clients from overpriced beauty products.
Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said of the ad; “For 21 years e.l.f. has been making the best of beauty accessible to every eye, lip and face.
“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 many people have been left unimpressed with the inclusion of Rife in the campaign, after he was widely condemned for featuring a domestic violence joke in his 2023 Netflix special.
During the special, Rife recalled an incident about a waitress he was served by that had a black eye.
“My boy who I was with was like, ‘Yeah, I feel bad for her, man, I feel like they should put her in the kitchen or something where nobody has to see her face.’ And I was like, ‘Yeah, but I feel like if she could cook, she wouldn’t have that black eye,’” Rife said, according to Independent.
Rife’s response to anger at the joke included an Instagram story with a link that people were encouraged to click on to “solve their issue”. The link led to a website that sold helmets for people with disabilities.
After the E. L. F Cosmetics ad dropped, people were quick to issue their anger with the brand for including a man they claim doesn’t respect women, and for taking away an opportunity from a beauty creator.
“Bruh not Matt Rife. I love y’all as a brand but Matt Rife is not a good person,” one person said.
Another added: “You didn’t have the budget for a comedian who doesn’t joke about abuse?”
“Out of all the people in the world,” one social media user said.
Another added: “I truly can’t believe that not one person at E. L. F did not say, ‘We should not partner with a man who makes jokes about domestic violence’.”
“E. L. F I have always used and loved your products especially since they are more affordable and accessible but I cannot support you guys when you think Matt Rife being on your payroll and making an advertisement for y’all is a good choice. We have so many better people in the world,” one commented.
Another said: “I guess 2025 is the year of brands completely losing touch with who their audience is.”
“So you’ve paid a comedian who jokes about domestic violence to promote your make up brand, are you going to be promoting a good concealer to cover bruises next,” one said.
“You could have picked hundreds of other comedians to be in your ad, put the money into the pocket of someone who would be a positive role model but yet you chose someone who thinks domestic violence is something to joke about.
“I can’t understand how he has anything to do with make up. You’ve shown your lack of compassion by completely ignoring anything but positive comments. I won’t ever be buying E. L. F products which is a shame after so many years of supporting you.”
One added: “Well I guess E. L. F is off my approved makeup list.”
“I’m out sorry E. L. F,” one commented.
news.com.au has contacted E. L. F Cosmetics for comment.
[Notigroup Newsroom in collaboration with other media outlets, with information from the following sources]
