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e.l.f. Cosmetics, under fire for Matt Rife ad, says 'we missed the mark'

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign.
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Elf admits its use of domestic abuse comedian ‘missed the mark’ after brand backlash

The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the ...

Why was Matt Rife in an e.l.f. commercial?

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” ...

e.l.f. Cosmetics responds after hiring controversial comedian

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

E.L.F. Cosmetics Is Trying to Make Up With Its Customers

The campaign also included by an August 13 pop-up that was designed to channel the ad and look like the inside of a courthouse. The event — which teased an appearance from Heidi N Closet in character ...

Comedian Matt Rife’s new e.l.f make-up ad becomes latest celebrity ad generating outrage online

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.

Matt Rife Takes on Beauty Crimes with Heidi N' Closet in Nostalgic e.l.f. Cosmetics Spot: 'Brought Me Back' (Exclusive)

E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...
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"The guy who jokes about DV?": New ELF ad controversy explained as netizens call out brand over Matt Rife's inclusion

Rife stated in an August 2024 interview with The New Yorker that many domestic violence victims reached out to him and told ...