Latest news with #E.l.f.Cosmetics
Time of India
3 days ago
- Entertainment
- Time of India
E.l.f. Cosmetics addresses backlash over Matt Rife ad amid domestic violence joke controversy
E.l.f. Cosmetics issued a public response after facing backlash for featuring comedian Matt Rife in its latest advertising campaign. The criticism stems from a domestic violence joke Rife made during his 2023 Netflix special, Natural Selection . 'You know us, we're always listening and we've heard you,' the company wrote on Instagram on Wednesday, August 13. 'This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. Community.' Also read: Sephora reviewing Huda Beauty partnership after founder links Israel to World Wars, 9/11 and October 7 Ham The commercial, posted on August 11, features Rife alongside drag queen Heidi N Closet portraying 'beauty attorneys' defending clients against overpriced beauty products. The ad quickly drew negative comments on social media questioning the decision to collaborate with Rife. The spot remains live on E.l.f.'s Instagram page. Rife has not addressed the criticism directly but commented on the brand's post, writing, 'Had a great time ❤️❤️.' E.l.f. Beauty , the parent company of E.l.f. Cosmetics, did not respond to a request for comment. Live Events Company explains casting decision and campaign goals Kory Marchisotto, E.l.f. Beauty's global chief marketing officer, told Business of Fashion that the negative response was unexpected. 'There is a big gap between our intention and how this missed the mark for some people,' Marchisotto said. According to Marchisotto, Rife was selected due to his large TikTok following, which she said is 80 per cent female and 75 per cent under the age of 34. She noted that his social media engagement was strong and positive, influencing the casting choice. 'We always aim to deliver positivity, and this one didn't,' she said. Rife, a stand-up comedian for more than a decade, drew criticism in November 2023 for opening his Netflix special with a domestic violence joke. The remark suggested that a waitress with a black eye could not work in the kitchen because 'if she could cook, she wouldn't have that black eye.' He followed the comment by saying, 'I figure we start the show with domestic violence, the rest of the show should be pretty smooth sailing after that.' In response to the initial backlash over the joke, Rife posted an Instagram Story directing offended viewers to a website selling medical helmets for people with special needs. Also read: E.l.f. Beauty's $1 billion acquisition of Rhode: A closer look E.l.f. Cosmetics has a history of topical and culturally driven campaigns, including a 2023 Super Bowl ad starring Jennifer Coolidge and a partnership with activist-astronaut Amanda Nguyen for Blue Origin's first all-female spaceflight. In May, the company acquired Hailey Bieber's Rhode skin care brand in a $1 billion deal.
Yahoo
4 days ago
- Entertainment
- Yahoo
E.l.f. Cosmetics responds to backlash over casting comedian Matt Rife in new beauty ad
Rife was criticized in 2023 for making a joke about domestic violence in his Netflix comedy special. Beauty company E.l.f. Cosmetics responded to backlash this week over its newest ad campaign starring comedian Matt Rife, who was criticized for making a joke about domestic violence in his 2023 comedy special. 'You know us, we're always listening and we've heard you,' the brand wrote on Instagram on Wednesday. 'this campaign aimed to humorously spotlight beauty injustice. we understand we missed the mark with people we care about in our e.l.f. community.' The commercial in question features Rife and drag queen Heidi N Closet playing 'beauty attorneys' who want to protect their clients from overpriced beauty products from other brands. The ad was posted on social media on Aug. 11, and the comments section was quickly flooded with questions about why the company would associate with Rife. The ad was still up on E.l.f.'s official Instagram page as of Thursday. Rife has not commented on the backlash, but wrote, 'Had a great time ❤️❤️,' on E.l.f.'s post responding to the criticism. E.l.f. Beauty, the parent company of E.l.f. Cosmetics, did not respond to Yahoo's request for comment. 'We're very surprised,' Kory Marchisotto, E.l.f. Beauty's global chief marketing officer, told Business of Fashion of the negative reception to the ad. 'There is a big gap between our intention and how this missed the mark for some people.' Marchisotto said that Rife was cast in the E.l.f. ad because of his TikTok following, which, she said, is 80% female and 75% under the age of 34. Rife's social media following showed strong, positive engagement, Marchisotto added, which factored into the casting decision. (Rife posted the E.l.f. ad on his own Instagram on Tuesday, and received many supportive comments from fans.) 'We always aim to deliver positivity, and this one didn't,' Marchisotto told Business of Fashion. 'So we find ourselves in a position where, quite honestly, that doesn't feel good for us.' Rife has been a standup comedian for over a decade and made headlines in November 2023 over his Netflix special, Natural Selection. In one of the first jokes of the special, he suggests that a waitress with a black eye must not work in the restaurant's kitchen because 'if she could cook, she wouldn't have that black eye.' 'I figure we start the show with domestic violence, the rest of the show should be pretty smooth sailing after that,' Rife says after the joke. Many slammed the joke online and criticized Rife for using a platform as big as Netflix to make light of domestic violence against women. In response to the Natural Selection controversy, Rife wrote in an Instagram Story, 'If you've ever been offended by a joke I've told — here's a link to my official apology.' The link led to a website that sold medical helmets for people with special needs, NBC News reported at the time. Most of E.l.f.'s ads from the last few years have aimed to be as culturally and topically relevant as possible, from casting Jennifer Coolidge at the height of her White Lotus popularity in the brand's first Super Bowl commercial in 2023 to partnering with activist and astronaut Amanda Nguyen for the first all-female space crew with Blue Origin. In May, the company acquired Hailey Bieber's Rhode skin care brand in a $1 billion deal. Solve the daily Crossword
Miami Herald
10-08-2025
- Business
- Miami Herald
E.l.f. Beauty CEO defends harsh new reality customers will face
E.l.f. Beauty (ELF) , which owns makeup and skin care brands such as E.l.f. Cosmetics, Rhode, and SKIN, appears to be benefiting from a growing consumer trend. Recently, cosmetic purchases have been on the rise, especially among Gen Z consumers. Don't miss the move: Subscribe to TheStreet's free daily newsletter According to a recent survey from investment bank Piper Sandler, Gen Z shoppers in the U.S. are spending $374 annually on beauty, which is 10% more than what they spent last year. Also, E.l.f. Cosmetics is the No. 1 cosmetics brand among this group of shoppers. Related: Sephora makes bold move to reverse concerning customer behavior The increased consumer momentum appears to be translating into E.l.f. Beauty's sales. In its second-quarter earnings report for 2025, the company revealed that its net sales increased by 9% year-over-year. However, E.l.f. Beauty's operating income, the company's profit after expenses, declined by almost 4%. Amid increasing sales, E.l.f. Beauty, like many retailers nationwide, is battling the growing threat of President Donald Trump's tariffs on multiple countries, which are expected to result in higher prices for everyday goods. During an earnings call on Aug. 7, E.l.f. Beauty CEO Tarang Amin defended the company's recent decision to raise its prices by $1 across all products to mitigate the impact of tariffs. The change took effect on Aug. 1, the third price increase in the company's 21-year history. "With these increases just going in on Aug. 1, we're still reading how the consumer will respond to that," said Amin. "It will take a couple weeks for that to fully roll out within retail, and so that is something that we're watching for." He acknowledged that consumers are being "choiceful" about their spending amid recent economic concerns, but emphasized that the company is still offering shoppers value. Related: Ulta Beauty issues stern warning as consumers switch gears "I think from our perspective, the great thing is even with this price increase, 75% of our portfolio will be at $10 or below," said Amin. "So still very much a value for our community, and we're feeling great about that." He also said that E.l.f. Beauty, which sells its products in large retail store chains such as Ulta Beauty, Sephora, Target, and Walmart, is gaining "acceptance" from the retailers it works with over its decision to raise prices. Amin also highlighted that other brands are making similar decisions to combat increased costs associated with tariffs. "We are hearing of a number of brands that are gonna be taking pricing," said Amin. "So I think we (are) in that environment right now with the uncertainty of tariffs and the tariff impact that you will probably see more companies take pricing." The move from E.l.f. Beauty could have a notable impact on its sales as consumers are already concerned about tariffs impacting their finances. According to recent data from CivicScience, nearly 3 in 10 shoppers (29%) are likely to scale back spending on beauty products if tariffs raise prices. More Retail: Target has another big problem amid alarming customer behaviorDollar General announces big store change to win back customersAmazon pulls the plug on a free service for customers As E.l.f. Beauty pulls a risky lever, it is doubling down on innovation to attract more customers. The company is specifically focused on further developing viral skin care brand Rhode, founded by model Hailey Bieber, after it acquired it for $1 billion in May. "As we combine, our initial focus will be to help in two areas: first, to accelerate Rhode's brand awareness," said Amin. "For context, Rhode's aided awareness is 20% today in the U.S., half the level of other premium skincare brands, which average 40% or more awareness. Second, we plan to leverage our deep retail expertise and help Rhode expand their distribution footprint. The team is focused on executing its launch with Sephora, the world's leading global beauty retailer." Rhode is set to launch in Sephora stores in the U.S. and Canada in September, and in the UK by the end of the year. "As we look ahead, and now further fueled by Rhode, we see an opportunity to more than double our business over the coming years, with significant white space we see in color cosmetics, skin care, and international across our portfolio of brands," said Amin. Related: Temu struggles to win back customers due to unexpected rival The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Daily Mail
06-07-2025
- Entertainment
- Daily Mail
Justin Bieber takes his $200K electric G-Wagon for a spin as wife Hailey is brutally mocked by fans
Justin Bieber looked stern behind the wheel of his $200K electric Mercedes G-Wagon as he cruised through the streets of Los Angeles on Fourth of July. The Peaches hitmaker, 31 - who recently enjoyed a solo outing to a Russian bathhouse - donned a printed white shirt and black shades while heading to his next destination. The music artist rolled down the windows to the luxurious vehicle and causally rested his left arm out of the driver's side. It comes not long after his wife Hailey was brutally mocked by fans over a new Rhode product - as the couple continue to be embroiled in speculation of relationship trouble. Earlier this week, the two stars were seen going on a number of separate outings - with Justin spotted leaving a Russian-inspired spa called Voda on Thursday. That same day, the model was seen cruising through the streets in a sleek vehicle in the bustling city. At one point, she was spotted glancing down at her phone in her hand. And just one day earlier on Wednesday, the two stars were also spotted on solo outings once again. The media personality - whose brand Rhode was recently acquired by E.l.f. Cosmetics for a major $1 billion deal - enjoyed a bite to eat at celebrity hotspot Sushi Park alongside Leonardo DiCaprio's ex Camila Morrone. Bieber flashed her toned figure in a semi-sheer, black lace top as well as a pair of chic black trousers. Meanwhile, the Baby singer gave a glimpse at his workout routine by taking to his Instagram stories. He uploaded a photo of himself going shirtless at the gym and was also joined by pal and fellow music artist Gunna. Despite their recent solo outings, Justin and Hailey put on an united front while attending DJ Martin Garrix's headlining gig in L.A. over the past weekend on Sunday. In a short reel uploaded by a fan on TikTok, Bieber could be seen backstage with Hailey. The couple - who tied the knot in 2018 - stood next to each other as Justin draped his arm over his wife's shoulders. The two stars were later seen grooving to the DJ's set in a VIP section and at one point, the singer removed his shirt as he stood behind Hailey. Despite their recent solo outings, Justin and Hailey put on an united front while attending DJ Martin Garrix's headlining gig in L.A. over the past weekend on Sunday; seen in 2022 in Las Vegas And on Saturday, Justin jumped to his main Instagram page to share a series of snaps which also featured his wife Hailey. The pictures were taken to show the star inside a music studio surrounded by Hailey and other pals. Bieber donned a shirt that had 'I have time for nothing except being cute' printed on the back as he stood next to recording equipment. Hailey kept it casual in a short-sleeved, striped shirt as well as white shorts as she supported her husband. It came amid swirling rumors of relationship woes between the pair - and a source talked to Us Weekly last week about their 'tense' marriage. 'Things aren't great right now,' the insider stated, and added Bieber's erratic behavior has caused 'a lot of stress' for Hailey. 'Family issues have clouded her success. Justin's going through a difficult time, and Hailey is giving him room to get himself back on track. He's doing his best, but it's tough.' But late last week, Justin seemingly dropped a major hint about his relationship with Hailey when he shared an Instagram post that included photos of both his wife and baby son Jack Blues. A few days earlier, Hailey was brutally mocked after debuting her latest Rhode beauty accessory for the Peptide Lip Treatment. When she came out with the Rhode Lip Case in February - a phone case with a built-in holder for the lip tint and other lip gloss - fans swarmed to buy it. But a new launch in the Rhode line may have damaged those accolades. Along with a new 'Lemontini' Peptide Lip Tint, Hailey debuted a Rhode Belly Chain - a waist chain meant to hold her lip tints - on her Instagram feed. The chain was shown in a series of promotional photos of Hailey that included the starlet in a black tube top and matching shorts. Hailey captioned the photo dump 'lemontini ballerini' followed by a lemon emoji and martini emoji. But aside from the lip tint itself, fans focused their attention on the 'belly chain.' Waist beads have origins in ancient Egypt and West Africa, while waist chains can be traced to the Indian subcontinent. Many people, knowing this, claimed that Hailey's new product was a form of cultural appropriation. Even aside from that, fans criticized the Rhode belly chain for being an unnecessary (and impractical) cash grab - and made less than complimentary comparisons. 'This and the phone case are stupid as f**k to be honest, at this point she's just trying to sell SUPER unnecessary things, consumerism at its max,' one X (formerly Twitter) user wrote. 'Why would any woman want to wear there lip tint around the waist like that?' another asked. 'The phone case was cute but she's milking this concept now,' one fan wrote, and another shared, 'It looks like a tampon holder.' 'Celebrities are crazy. This is the most unnecessary thing ever,' added a fourth. An hour after Hailey posted on her own personal Instagram, the official Rhode account posted a picture of the new lip tint with a caption explaining that the Lemontini Peptide Lip Tint would be the first with a new and improved formula. It comes not long after Hailey made a $1 billion deal with E.l.f. Cosmetics which acquired her brand Rhode. And her dad Stephen recently reacted to the big news during a recent episode of The Adam Carolla Show. 'It took her three years,' he said. 'What, did you think that was just some rotten tomatoes journey? The cool part of it is she's super smart, smart in business.' Baldwin continued, 'Succeeded as a model prior to everything she's doing now. But the cool part was she actually had an offer to do something pretty big and cool in the cosmetics a couple years ago and didn't. 'The reason its succeeding is people are responding to it. It actually works as hydration and all of that.'
Buzz Feed
29-06-2025
- Health
- Buzz Feed
Stop Hoarding Your Old Beauty Products, And Buy These
An E.l.f. Cosmetics affordable cleansing balm that starts out solid, melts into an oil, and then turns into a milky texture to rinse off clean. It'll be so satisfying to watch your makeup practically wash away. Plus, it contains hyaluronic acid, ceramides, and peptides to leave your skin feeling smooth and hydrated. Or, a beloved K-beauty cleansing oil designed to clean makeup residue, potentially clear up blackheads and sebum, and help minimize the appearance of pores and acne. Its hypoallergenic and gentle formula plays well with sensitive and acne-prone skin, and many reviewers actually use it as a step in their double cleansing routine. Double cleansing = using an oil-based cleanser (like this one) and then a water-based cleanser afterward! An E.l.f. Cosmetics melting lip balm in the shade "Ecstatic," which reviewers say gives the same effortless, your-lips-but-better look as Clinique's "Black Honey" — but for a fraction of the price. This balm-lipstick hybrid glides right on, so you can add a sheer wash of color while keeping your lips hydrated. It's the kind of low-maintenance, throw-it-in-every-bag essential that makes getting ready way easier. A hair wax stick formulated with beeswax, vitamin E, avocado oil, and more plant-based ingredients to provide a nongreasy, nonhardening solution to smoothing frizzy hairs and stray strands. This is especially great for fans of the slicked-back ponytail look. A tube of Essence Lash Princess mascara to give you lashes so dramatic, no one will believe you when you tell them you bought it for less than $5 on Amazon. No need to spend hours wrestling with falsies to get the long lashes of your dreams. Reviewers also rave that this lasts all day. Thank goodness! You have better things to do than reapply throughout the day. Or an E.l.f. tubing mascara that wraps each lash and gives it a length only false lashes could compete with. PLUS, it's resistant to clumping, flaking, and if THAT wasn't enough, it comes off so easily that you'll no longer dread the process that is wiping off your mascara at the end of the day. A rosemary mint scalp and hair-strengthening oil formulated with a combination of over 30 essential oils and nutrients to help nourish your locks, possibly increase circulation, and potentially provide relief to an itchy scalp. It's great for all hair types and works particularly well on types 3a–4c hair. A colorful eyeshadow palette featuring 40 matte, shimmer, and metallic shades that'll make doing your eye makeup feel like painting. If you remember the James Charles x Morphe palette but never bought it because of its $40 price tag, then this veryyy similar under-$10 alternative is perfect. A set of freckle pens (yes, you read that right) if you've always been a lil' jelly of your friends with natural freckles. Now, you can rock 'em too! The best part about these pens is they're waterproof, anti-stain, and feature a quick-drying formula so you can go about your day with confidence that your little secret won't be revealed via smudging. A lightweight snail essence (no snails are harmed in the making of this product, promise) that'll deliver seriously good hydration, and can help brighten your skin and reduce/prevent acne. Plus, it sinks in fast without any sticky residue, so your face feels refreshed and bouncy, instead of a glazed donut left out too long. A One/Size blurring setting powder — consider yourself warned: You will kick yourself for not owning this sooner because wowie, this stuff is GOOD. It helps to set makeup for long-lasting wear and without looking cakey, but wait! It does more! It also helps to decrease shine and the appearance of fine lines and pores. Airbrushed skin, here you come. And if powder isn't your thing, then this Urban Decay All Nighter Setting Spray is a MUST! It'll help prevent smudging and fading. For context, it kept one BuzzFeed Swiftie's makeup in place ALL night when she went to The Eras Tour (a 3.5-hour-long show, mind you). If that's not a testament to how well it works, IDK what is. The Olay Super Serum body wash — a little luxury for your shower that actually earns its spot in the corner with your shampoo and conditioner bottles. Packed with niacinamide, peptides, and vitamin C, it's like a fancy skincare cocktail, but for your whole body. Basically, if your skin could put in a special request at the bar, this would be it. Or, a moisturizing body wash containing notes of white jasmine, red currant, and sweet amber to help make shower time a whole lot more luxurious for under $10. Reviewers say it smells JUST like Baccarat Rouge having to spend $335 on a bottle of perfume! An E.l.f. liquid blush — whether you've been on the liquid blush train for some time now or you're looking to hop aboard, this less-than-$10(!!!) option is the perfect pick. It boasts gorgeous pigmentation and blends so smoothly. And! Reviewers say it's very similar to Rare Beauty's Soft Pinch liquid blush (which is more than double the price). A pack of overnight hydrogel masks because anything that works tirelessly to improve skin while you channel your inner Sleeping Beauty is an automatic "add to cart" moment. To use, just pop it on after your nighttime skin routine, leave it on while you sleep (don't worry, it won't leave residue on your pillow), and remove it the next morning! It could help hydrate, brighten, tighten, and lessen the appearance of fine lines and wrinkles. A no-fuss self-tanning mousse that delivers a deep, bronzed glow minus the streaks or orange tones. This fast-developing formula gives you that just-back-from-vacation look without the sun damage. Because a great tan should be that easy! A popular Nivea gel cream featuring a lightweight formula and a star ingredient called Q10 to help make your skin feel oh-so-smooth. Many reviewers report noticing that their skin was firmer with consistent use. Oh, and did I mention it costs less than $15?!!! An under-eye brightener that's gone super viral super quick and FOR GOOD REASON! This awesome stuff contains hyaluronic acid and shea butter to nourish and brighten the area under your eyes. Your new holy grail for concealing dark circles hath arrived! A wake-up eye gel formulated with hyaluronic acid and caffeine to up your eyes — and by that, we mean keep the skin around them hydrated while helping to cut down the appearance of puffiness and swelling. Evidence of the fact that you keep going to sleep too late because you can't stop watching Real Housewives, begone! A L'Oreal glow-enhancing lotion that'll give the expensive bronzing drops you've been eyeing a run for their money. This glycerin-infused illuminator can be mixed with your favorite moisturizer or foundation and worn as a makeup base, OR as a highlight or bronzer. Glowy skin, here you come. Bio-Oil, a cult-favorite skincare oil to help reduce the appearance of scars left behind by acne, pregnancy, injuries, or surgeries, thanks to a powerful (but gentle) combo of vitamin A, vitamin E, sunflower, lavender, and chamomile oils. Your skin will thank you. A 2-in-1 eyeliner that also happens to be false eyelash glue because your time is precious, so saving yourself the step of having to apply eyelash glue OVER your eyeliner without smudging it in the process will really pay off in the long run. A set of Hero Cosmetics acne patches you can apply over a popped whitehead. Simply put the patch over a zit, let it sit overnight or throughout the day, peel it off, and watch it take all the pore-clogging gunk with it. A fan-favorite E.l.f. Cosmetics primer that glides on like butter and helps reduce the appearance of pores. In turn, this makes for SEAMLESS makeup application. When I say your foundation will GLIDE right onto your skin and look airbrushed, I mean it!!! A body gel cream featuring a fast-absorbing formula that's essentially a drink of water for your skin. You may already be familiar with Neutrogena's Hydro Boost water gel face cream, and it's time to bring that same moisturizing goodness to the rest of your body. A styling mousse that's especially great for folks with curly or textured hair. It's made with coconut and shea oils to help give locks some volume, definition, shine, and hold without unwanted stiffness. Say adios, crunchy hair! A Briotech spray reviewers say is a GREAT alternative to the pricier Tower 28 SOS Daily Rescue Spray — both are formulated with hypochlorous acid. It'll help calm inflammation and redness. Just give your skin a little spritz and bask in the relief! An E.l.f. Cosmetics creamy color corrector that boasts it can help camouflage skin discoloration, dullness, redness, and blemishes. It comes in five shades, so all you have to do is find the right color for your skin tone and apply it before applying your foundation or concealer. A collagen hair protein treatment to help repair damage from things like heat, sun, and dye, just to name a few, because we want you to be able to do all the cool, experimental things with your hair. Go ahead — dye it, fry it, do whatever makes your heart happy. This stuff has your back. A multi-balm hydrating collagen stick featuring a portable design that's super easy to bring on the go anytime your face is in need of a lil' moisture boost. Not only that, but this nifty stick may just help reduce the appearance of wrinkles, improve skin elasticity, and smooth fine lines. An eyebrow soap designed to help give sparse brows a more volumized look. It comes with an easy-to-use spoolie, and the soap is made of mild ingredients, so you can achieve that ~on fleek~ style quickly, easily, and for less money than the name brands — buh-bye, Anastasia Beverly Hills. A biotin shampoo that could help hair look thicker by strengthening strands to prevent breakage. It's made with a blend of botanical extracts to help nourish and cleanse your scalp. If your shower had a VIP section, this bottle would definitely be on the list. A pack of exfoliating pads aimed at helping reduce the appearance of pores. I know, I know — it sounds too good to be true, but gimme a second to tell you how these work. One side of the pad (the ~exfoliation side~) cleans out pores and dead skin cells, while the other side of the pad (the ~embossed side~) smooths and tones for a silky finish. Don't believe me? See for yourself! A long-lasting liquid eyeliner that just so happens to be waterproof — a must for anyone whose tear ducts are suffering the consequences of summertime allergens. It's also great for those who live in an eternal state of sweat during the warmer months but still want their makeup to stay intact. Yes, it is possible! A L'Oreal Paris rinse-out lamellar water treatment with a cult following that'll leave your locks looking shiny and silky in just eight seconds. Salon-level hair all day, every day, BB. It's like an espresso shot for your strands — fast and effective. Alexa, cue Sabrina Carpenter. ☕ A spray-application foundation that's super buildable for customizing your own level of coverage. Not to mention, it's v lightweight — and thank goodness for that because foundation that leaves your skin feeling oily and weighed down is just NOT the vibe anymore! When you want an airbrushed look, you also want an ~airy~ feel. A Neutrogena moisturizing face sunscreen you'll want to add to your daily skincare routine PRONTO. Containing vitamin E and SPF 60, this serum provides hydration, UVA and UVB protection, and works great as a makeup primer, too! Oh, and it does it all without leaving behind a white cast on your skin.
