E.l.f. Cosmetics has found itself amid controversy after launching a new ad campaign starring comedian Matt Rife, who previously made insensitive jokes about domestic violence. In a move to address the subsequent backlash, E.l.f. Cosmetics stated on their Instagram that they had "missed the mark with people we care about in our e.l.f. community." The ad, which debuted last Sunday, features Rife and drag queen Heidi N Closet as 'beauty attorneys' combating overpriced makeup in a parody of early-aughts law advertisements.
According to an SF Chronicle report, criticism began to pour in after the campaign's launch, focusing on Rife's problematic past jokes displayed in his 2023 Netflix special "Natural Selection," where he made light of domestic violence incidents. When faced with backlash, he mockingly offered an "official apology" that led to a website selling medical helmets for individuals with special needs. Many saw this move as dismissive of the serious concerns raised against him.
Despite the brand's efforts to create content that resonates with a younger female audience, which reportedly makes up 80% of Rife's TikTok following, the ad sparked intense reactions from the public. E.l.f.’s global chief marketing officer, Kory Marchisotto, told Today.com that the company was "very surprised" by the response, acknowledging a "big gap" between the ad's intention and the public’s reception. She added, "We always aim to deliver positivity, and this one didn’t."
