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E.l.f. Cosmetics Responds to Matt Rife Campaign Backlash

E.l.f. Cosmetics Issues Statement After Matt Rife Ad Ignites Backlash. What Happened?

A recent e.l.f. Cosmetics ad featuring Matt Rife and Heidi N Closet has sparked controversy online due to the comedian’s past comments on domestic violence. What to know about the backlash.

USA TODAY on MSN · 23h

e.l.f. Cosmetics, under fire for Matt Rife ad, says 'we missed the mark'

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign. The budget beauty brand shared the campaign on Aug. 11, starring comedian Matt Rife and drag queen Heidi N Closet playing the role of lawyers.

ADWEEK on MSN · 1d

E.l.f. Cosmetics Is Latest Advertiser Under Fire After Casting Controversial Comedian Matt Rife

Kory Marchisotto, global chief marketing officer of E.l.f. Beauty, told the Business of Fashion that the company chose Rife because his TikTok followers are 80% female and 75% are under the age of 34, which overlaps with the brand's target audience of Gen Z women.

5don MSN

Matt Rife Takes on Beauty Crimes with Heidi N' Closet in Nostalgic e.l.f. Cosmetics Spot: 'Brought Me Back' (Exclusive)

E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...

1d

e.l.f. Cosmetics responds after hiring controversial comedian

A popular budget beauty brand has responded after it came under fire for featuring a comedian who joked about domestic ...

4d

Why was Matt Rife in an e.l.f. commercial?

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” ...

1don MSN

Why are people mad at E.l.f. Beauty? The Matt Rife controversy, explained

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

Marketing Week2d

Elf admits its use of domestic abuse comedian ‘missed the mark’ after brand backlash

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

PRIMETIMER on MSN4d

"The guy who jokes about DV?": New ELF ad controversy explained as netizens call out brand over Matt Rife's inclusion

The ELF ad titled The Law Offices of e.l.f.ino & Schmarnes featured Riff and drag queen Heidi N' Closet as legal attorneys.

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