e.l.f. Cosmetics faces backlash for featuring Matt Rife in new ad campaign
In the spot, Rife appears as fictional injury lawyer 'E.l.f.ino,' alongside drag performer Heidi N Closet as 'Schmarnes.' At one point, Rife quips, 'I know a thing or two about red flags,' a line that some viewers interpreted as a tone-deaf nod to his past controversial material.
Many critics pointed to Rife's 2023 Netflix special Matt Rife: Natural Selection, in which he joked about a woman getting a black eye for poor cooking. Though the comedian issued an apology at the time, it was widely seen as insincere. He later faced further backlash for making a crude remark to a 6-year-old boy about his mother's OnlyFans earnings.
Reaction to e.l.f.'s casting choice was swift and fierce. One viral comment on TikTok read, 'Is Matt Rife here to sell us concealer for black eyes from domestic violence?' Influencers with millions of followers, including NikkieTutorials and @kristians_makeup, called out the brand for platforming Rife, with several pledging to stop supporting e.l.f. altogether.
Australian beauty creator Jill Clark told her followers she was officially boycotting the brand, noting, 'In 2025, when there is an epidemic of violence against women, you don't make the face of your campaign a man who jokes about domestic violence.'
Despite the controversy, Rife's own fans largely celebrated the ad on his Instagram page. The company has yet to issue a formal statement responding to the backlash.
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