Latest news with #ElfCosmetics
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 new 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 about the negative response 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 stand-up 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 Blue Origin's first all-female spaceflight. In May, the company acquired Hailey Bieber's Rhode skin care brand in a $1 billion deal. Solve the daily Crossword
Daily Mail
4 days ago
- Entertainment
- Daily Mail
Beauty brand E.L.F. Cosmetics apologizes for Matt Rife controversy
Affordable cosmetics line E.l.f. has issued a statement after they came under fire for a new ad starring controversial comedian Matt Rife. 'You know us, we're always listening and we've heard you,' the cosmetics brand wrote in a statement posted to their Instagram Tuesday. '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 message continued. 'While & schmarnes closes today, we'll continue to make the case against overpriced beauty.' The ad, which was posted to the beauty brand's Instagram page Monday, was a parody of the commercials from New York-based law firm Cellino & Barnes. This time, the ad depicted 'The Law Offices of & Schmarnes,' starring Rife and drag queen Heidi N Closet. ' and Schmarnes have gone to e.l.f. court for millions of clients, helping them to access beauty products they deserve at prices that won't injure their livelihoods,' Rife can be heard saying in the advertisement, in which he and Heidi were both dressed up in suits. Rife also joked that he knew a 'thing or two about red flags,' as they made the case for buying from E.l.f. Cosmetics. However, the reaction to the ad likely wasn't what the brand expected, as Rife's appearance outraged fans, and the company was inundated with thousands of comments on social media. The reaction stemmed from a 2023 incident, when Rife came under fire after he made a domestic violence joke in his Netflix special. During the special, he told the story about meeting a waitress who had a black eye. Rife said, 'And 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."' He faced serious backlash for the joke, but did not apologize. Instead, he responded with a link to buy helmets for those with disabilities. 'If you've ever been offended by a joke I've told — here's a link to my official apology,' he wrote at the time. As a result, his appearance in the new e.l.f. ad did not go over well with viewers and fans of the brand. 'You didn't have the budget for a comedian who doesn't joke about abuse?' one user wrote in the Instagram comments section of the ad. Another agreed, 'Oooooh. Matt Rife? The guy who jokes about DV? In an ad targeted to women? That's, um. A choice.' 'How can we be a girl's girl brand if we hire Matt Rife for an ad,' someone else typed. One user shared, 'As a survivor of domestic violence, I'm appalled that you would choose Matt Rife for this campaign. Especially the fact that your demographic is heavily invested in women. And the fact that you haven't removed this, looks even worse. I don't know if I could stay a consumer of yours...' The Daily Mail has contacted Rife and E.l.f Cosmetics for comment. Tthis isn't the first time that E.l.f. Cosmetics has made headlines in recent months. In May, Hailey Bieber's Rhode beauty line was acquired by E.l.f. in a massive $1 billion deal. Bieber launched her much-anticipated brand in June 2022, releasing only three products at the time - Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Since then, the brand has grown exponentially, expanding into different tinted lip products, blush and even viral phone cases that double as lip gloss carriers. 'E.l.f. Beauty found a like-minded disruptor in rhode,' said e.l.f. Chairman and CEO Tarang Amin, per Business Wire. 'Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,' his statement continued. 'We are excited by Rhode's ability to break beauty barriers, fully aligning with e.l.f. Beauty's vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.' Hailey will still serve as founder of the brand and Chief Creative Officer and Head of Innovation, according to Business Wire.
Daily Mail
10-06-2025
- Entertainment
- Daily Mail
Hailey Bieber flashes her butt in G-string underwear... after admitting she is in therapy amid Justin drama
make a cheeky move on social media on Tuesday. The 31-year-old Vogue model was laying down on her back as she twisted to show off her tiny black G-string underwear that flashed her butt. On top the wife of Justin Bieber added a low-cut black lace camisole that fit her tight as her brunette hair fell down onto a shag carpet. In all the shots she was rolling around on the ground while looking very sultry. The glamorous portraits were used to help promote a new product from her Rhode Skincare company which was recently acquired by Elf Cosmetics. Her pal Kylie Jenner wrote, 'So HOT' in the comments section as Kourtney Kardashian added two red exclamation marks. This comes after the billionaire admitted in a social media post that she was in therapy: 'Lemon drop martinis and therapy all summer long.' This comes after the Arizona native posed in a black string bikini. In the photos, Hailey flaunted her flawless physique in a barely-there black two-piece while wearing a stylish cowboy hat. Earlier this month fans were outraged after a video resurfaced of Justin admitting he would have ditched his wife 'a long time ago' if it weren't for her looks. The supermodel was riding high following back-to-back victories — landing the cover of Vogue and selling her Rhode beauty brand for a staggering $1 billion. But instead of celebrating her wins, Justin reminded fans he once said Hailey would never make Vogue — and marked her $1 billion Rhode deal with a silent repost, offering no praise. Then, adding fuel to the fire of what fans already see as a rocky marriage, a 2020 clip went viral showing Justin in a car with Hailey, turning to her and dropping a jaw-dropping line. 'If you weren't so hot, I would've got rid of you a long time ago,' he says into the camera with a smile. The video resurfaced just as Hailey's Vogue interview was making headlines, where she opened up about working with a team to return to her pre-pregnancy body after welcoming their son Jack last year — a vulnerable moment now overshadowed by Justin's remark. Fans didn't hold back in the comments. 'Justin that is RUDE and DISGUSTING thing to say to your wife. You aren't hot btw. Disrespect a woman like that? Red flag,' one wrote. Another added, 'No words. That man would never see me again or he would never see the light of day again.' One Hailey fan posted, 'this is a crazy thing to say to your gf/fiance/wife (idk what they where at the time).' Yet another added simply: 'This is abuse.' Earlier this month, the Sorry hitmaker faced major backlash after admitting he once harshly told Hailey she'd never land a Vogue cover during an argument. That same day, as his wife celebrated achieving that very milestone, the embattled pop star sparked controversy with his Instagram post meant to congratulate her. His attempt at humor didn't sit well with fans, as he explained why the Vogue cover felt like a full-circle moment for their relationship. 'Yo this reminds me when Hailey and I got into a huge fight. I told Hails that she would never be on the cover of Vogue. 'Yikes, I know, so mean. For some reason because I felt so disrespected I thought I gotta get even,' he explained. Justin continued: 'Think as we mature we realize that we're not helping anything by getting even... we're honestly just prolonging what we really want which is intimacy and connection.' He concluded his post by writing a message directly to Hailey, which read: 'So baby u already know but forgive me for saying u wouldn't get a Vogue cover cuz clearly I was sadly mistaken.'
The Sun
10-05-2025
- Entertainment
- The Sun
I tested powders at all price points – the cheapest option has gone straight into my handbag
THE warm weather has been playing havoc with my make-up, the battle to stop it sweating off having already begun. A glow-boosting setting powder that does not make my skin look matte could be the solution, so I put three to the test. Budget E.l.f. Cosmetics Halo Glow Powder Filter, £14 for 10g, Before even trying the powder, I was super-impressed that it comes in 12 shades. That is by far the most of those I tried, which is rarely the case for an affordable product as brands often skimp on shade range to shave costs. In the pan I was worried it might be glittery, but on my face it left a great soft-focus glow. The tinted powder also added some coverage to help blur over a couple of spots I am currently trying to evict from my chin. It has gone straight into my handbag for on-the-go touch-ups. I just wish there was a mirror in the compact. Mid-range Charlotte Tilbury Airbrush Brightening Flawless Finish Powder, £39 for 9g, As a major fan of Charlotte Tilbury 's OG Airbrush Setting Powder, which is hands down the best on the market, I had high hopes for this brightening version. Disappointingly, it comes in just two shades. They are more translucent than the E.l.f. powder, so they do stretch to cover more skin tones. But this is half the number of the brand's non-radiant offering. Can coloured mascaras help turn back the clock? When I put it on my face, I noticed shimmery particles, which gave the game away and made me look festival ready rather than lit from within. If your skin is less oily than mine, that might not be as much of an issue, but I will be retiring it for now. Luxury Hourglass Ambient Lighting Powder, £52 for 10g, Hourglass changed the setting-powder game with its light-reflecting, radiance-boosting powders more than a decade ago, so I am well aware of how brilliant this product is. There are eight shades and you will find that more than one works for every skin tone. It is very finely milled, so skin does not look at all powdery. But I find if I use it, I've got to carry blotting papers to keep shine under control. If you have super-oily skin, you can layer it on top of a traditional setting powder. Given the price tag, this feels like a lot of work. Pick of the week 4 I AM on a constant quest to keep my hair healthy and shiny. And I am not alone, as it is one of the topics I am most frequently asked about. I might have found a solution – Space NK The Healthy Hair Edit for £75, but worth a huge £270. The limited-edition pouch has a combination of ten full-size and miniature products from brands including hair-repair experts Virtue, and a month's supply of Vida Glow supplements. See
