In the ad, Rife plays fictional injury lawyer “E.l.f.ino,” alongside partner “Schmarnes,” depicted by drag performer Heidi N ...

In a commercial posted to e.l.f.’s YouTube page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” ...

Rife stated in an August 2024 interview with The New Yorker that many domestic violence victims reached out to him and told him that they found the joke funny. Then he told the media outlet that not ...

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 ...

E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...

Cosmetics brand e.l.f. is under fire after releasing a new ad starring comedian Matt Rife, a performer whose past jokes about ...

E.L.F. Cosmetics is facing criticism after unexpectedly featuring comedian Matt Rife in its latest ad campaign – a move many online are calling "random" and "tone-deaf" in light of his past ...

Cosmetics' new legal-inspired commercial, 'The Law Offices of e.l.f.ino & Schmarnes,' stars comedian Matt Rife and drag icon ...

The latest news in brand marketing and creativity. Tapping into nostalgia is nothing new — both in concept and as a marketing tool. But this week’s crop of brand marketing and creative efforts have ...

OAKLAND, Calif., August 11, 2025--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), has filed its latest motion in ...

Comedian Matt Rife announced he purchased the home and occult museum with his close pal Elton Castee days earlier.

Matt Rife revealed he purchased the former home of paranormal investigators Ed and Lorraine Warren and is now guardian of the real Annabelle doll.