Latest news with #E.L.F.Cosmetics
Daily Mirror
a day ago
- Entertainment
- Daily Mirror
E.L.F. Cosmetics 'overpriced beauty' ad controversy explained as fans boycott viral brand
e.l.f. Cosmetics have faced backlash over their new ad campaign, which stars controversial comedian Matt Rife as fans threaten to boycott the beauty brand in retaliation E.L.F. Cosmetics has responded to criticism over its latest advert featuring the contentious comedian Matt Rife. The beauty brand is still dealing with backlash from their campaign, leading many people to boycott their products. The ad, titled and schmarnes: Affordable Beauty Attorneys, stars Matt Rife and drag queen Heidi N Closet. In the promotional video, the duo play two solicitors advocating for more affordable makeup products. Following the ad's debut, numerous individuals took to YouTube to voice their anger over Matt being the face of it, given his past jokes about domestic violence. This controversy comes after Matt raised eyebrows by purchasing the infamous Connecticut property of Ed and Lorraine Warren, home to the haunted Annabelle Doll. It comes as the murky history of the doll, now in Matt's possession, was revealed. The cosmetics company released a statement admitting they had made an error with the campaign, stating: "You know us, we're always listening and we've heard you. This campaign aimed to humorously spotlight beauty justice. We understand we missed the mark with people we care about in our e.l.f. Community. While and schmarnes closes today, we'll continue to make the case against overpriced beauty." For more stories like this subscribe to our weekly newsletter, The Weekly Gulp, for a curated roundup of trending stories, poignant interviews, and viral lifestyle picks from The Mirror's Audience U35 team delivered straight to your inbox. Matt and Heidi N Closet portraying barristers dubbed "affordable beauties" nods to the former New York personal-injury law firm Cellino and Barnes - who sought to protect their clients from "overpriced makeup products." Rife states in the advert: "I know a thing or two about red flags. And pricey makeup? You deserve better than that." Critics slammed the decision to feature the comedian on social media - arguing he wasn't appropriate given he cracked a joke about domestic violence in his 2023 Netflix special, Natural Selection where he said: "My boy who I was with was like, 'Yeah, I feel bad for her, man, I feel like they should put her in the kitchen or something where nobody has to see her face.' And I was like, 'Yeah, but I feel like if she could cook, she wouldn't have that black eye.'" One individual remarked on the brand's Instagram post regarding the advert, "Oooooh. Matt Rife? The guy who jokes about DV? In an ad targeted to women? That's, um. A choice." Despite issuing their statement, the campaign and its promotional images remain live on its social media channels. Soon after E.l.f. published their statement, the company's Global Chief of Marketing Officer Kory Marchisotto also tackled the backlash. He told The Business of Beauty they were "very surprised" to see the online backlash, adding: "There is a big gap between our intention and how this missed the mark for some people. We always aim to deliver positivity, and this one didn't. So we find ourselves in a position where, quite honestly, that doesn't feel good for us." Calls to boycott the brand have taken off on several social media platforms, with beauty influencers, including those who have previously partnered with e.l.f., leading the charge. Some even posted videos of themselves throwing out their e.l.f. products.
New York Post
6 days ago
- Entertainment
- New York Post
E.L.F. Cosmetics slammed for hiring controversial comedian Matt Rife in new ad
A well-known beauty brand is under fire for its inclusion of a controversial comedian in its latest campaign. E.L.F. Cosmetics released a new ad on August 11 that featured drag queen Heidi N Closet as ' and comedian Matt Rife as 'schmarnes'. Advertisement The legal-themed advertisement builds on a Superbowl 2024 campaign, and sees Heidi N Closet and Rife try to defend their clients from overpriced beauty products. 5 E.L.F. Cosmetics is under fire for its inclusion of controversial comedian Matt Rife in its latest campaign. @elfcosmetics/Instagram Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said of the ad; 'For 21 years e.l.f. has been making the best of beauty accessible to every eye, lip and face. 'From 'Cosmetic Criminals' to 'Judge Beauty' to the law offices of ' and schmarnes', we stand with our community in favor of beauty justice. Advertisement 'Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That's the way.' 5 The legal-themed advertisement sees drag queen Heidi N Closet as ' and Rife as 'schmarnes' trying to defend their clients from overpriced beauty products. @elfcosmetics/Instagram 5 'Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That's the way,' Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said of the ad. @elfcosmetics/Instagram However many people have been left unimpressed with the inclusion of Rife in the campaign, after he was widely condemned for featuring a domestic violence joke in his 2023 Netflix special. Advertisement During the special, Rife recalled an incident about a waitress he was served by that had a black eye. 'My boy who I was with was like, 'Yeah, I feel bad for her, man, I feel like they should put her in the kitchen or something where nobody has to see her face.' And I was like, 'Yeah, but I feel like if she could cook, she wouldn't have that black eye,'' Rife said, according to Independent. Rife's response to anger at the joke included an Instagram story with a link that people were encouraged to click on to 'solve their issue'. The link led to a website that sold helmets for people with disabilities. Advertisement After the E. L. F Cosmetics ad dropped, people were quick to issue their anger with the brand for including a man they claim doesn't respect women, and for taking away an opportunity from a beauty creator. 'Bruh not Matt Rife. I love y'all as a brand but Matt Rife is not a good person,' one person said. 5 'I love y'all as a brand but Matt Rife is not a good person,' one person said about the advertisement. @elfcosmetics/Instagram Another added: 'You didn't have the budget for a comedian who doesn't joke about abuse?' 'Out of all the people in the world,' one social media user said. Another added: 'I truly can't believe that not one person at E. L. F did not say, 'We should not partner with a man who makes jokes about domestic violence'.' 5 'Well I guess E. L. F is off my approved makeup list,' another social media user commented. @elfcosmetics/Instagram 'E. L. F I have always used and loved your products especially since they are more affordable and accessible but I cannot support you guys when you think Matt Rife being on your payroll and making an advertisement for y'all is a good choice. We have so many better people in the world,' one commented. Advertisement Another said: 'I guess 2025 is the year of brands completely losing touch with who their audience is.' 'So you've paid a comedian who jokes about domestic violence to promote your make up brand, are you going to be promoting a good concealer to cover bruises next,' one said. 'You could have picked hundreds of other comedians to be in your ad, put the money into the pocket of someone who would be a positive role model but yet you chose someone who thinks domestic violence is something to joke about. Advertisement 'I can't understand how he has anything to do with make up. You've shown your lack of compassion by completely ignoring anything but positive comments. I won't ever be buying E. L. F products which is a shame after so many years of supporting you.' One added: 'Well I guess E. L. F is off my approved makeup list.' 'I'm out sorry E. L. F,' one commented. has contacted E. L. F Cosmetics for comment.
