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.

In a new ad campaign for E.l.f. Beauty, Matt Rife stars alongside drag performer Heidi N. Closet as fictional personal injury lawyers “E.l.f.ino & Schmarnes.” The brand may have been hoping the comedic duo would bring laughs, but instead, the ad has been stirring up controversy.

A popular budget beauty brand has responded after it came under fire for featuring a comedian who joked about domestic violence in its latest campaign.