Kory Marchisotto, global chief marketing officer of E.l.f. Beauty, told the Business of Fashion that the company chose Rife because his TikTok followers are 80% female and 75% are under the age of 34, which overlaps with the brand's target audience of Gen Z women.

Social media users criticized e.l.f. cosmetics this week for featuring comedian Matt Rife in new ad campaign, citing his controversial domestic abuse joke from a 2023 Netflix special.