The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the ...

A recent e.l.f. Cosmetics ad featuring Matt Rife has sparked controversy online due to the comedian’s contentious past. In the beauty brand's new commercial, Rife and drag queen Heidi N Closet star as ...

There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief ...

In a new ad campaign for E.l.f. Beauty, Matt Rife stars alongside drag performer Heidi N. Closet as fictional personal injury ...

In a commercial posted to e.l.f.’s YouTube page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” ...

The campaign also included by an August 13 pop-up that was designed to channel the ad and look like the inside of a courthouse. The event — which teased an appearance from Heidi N Closet in character ...

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign.

In the ad, Rife plays fictional injury lawyer “E.l.f.ino,” alongside partner “Schmarnes,” depicted by drag performer Heidi N Closet. The commercial was an obvious reference to attorneys Cellino & ...

Rife stated in an August 2024 interview with The New Yorker that many domestic violence victims reached out to him and told ...

Matt Rife rose to fame on TikTok and Netflix, faced criticism for taboo jokes and made headlines for a recent E.l.f.

While Sydney Sweeney's American Eagle ad campaign may have seen its time of the day on the internet, a new and fresh out of ...

COMEDIAN Matt Rife is getting a lot of hate over his controversial new e.l.f. makeup ad about “overpriced beauty.” His ...