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

A caller e.l.f. Cosmetics advertisement featuring Matt Rife has sparked contention online owed to nan comedian’s contentious past.

In nan beauty brand’s new commercial, Rife and resistance queen Heidi N Closet prima arsenic attorneys responsible for protecting consumers from nan “beauty injustice” of overpriced makeup. Following nan ad’s Aug. 11 release, fans person a batch to opportunity astir e.l.f.’s determination to prime Rife for nan campaign.

The stand-up comedian’s quality successful nan advertisement drew backlash from critics who cited his erstwhile comments astir home violence.

Why are group talking astir nan advertisement and really did e.l.f. Cosmetics respond? Here’s what you request to know.

What does nan e.l.f. Cosmetics advertisement depict?

In nan campaign, Rife and Heidi N Closet prima arsenic 2 lawyers astatine “The Law Offices of e.l.f.ino & Schmarnes” defending consumers from costly cosmetic projects.

The ad, which promotes nan brand’s champion sellers, is simply a humorous return connected emblematic lawyer advertisements, and seems to parody old commercials from rule patient Cellino & Barnes.

The pair, dressed successful suits arsenic they airs successful an office, tells viewers that arsenic “affordable beauty attorneys,” they are fresh to triumph their overpriced constitution case.

The duo besides asks viewers to telephone “1-855-COLD-HARD-LASH,” a play connected nan agelong telephone numbers fixed during rule advertisements.

“E.l.f.ino & Schmarnes has gone to e.l.f. tribunal for millions of clients, helping them to entree beauty products they merit astatine prices that won’t injure their livelihoods,” Rife says successful nan ad.

“I cognize a point aliases 2 astir reddish flags. And pricey makeup? You merit amended than that,” he continues.

Why is Matt Rife’s characteristic successful nan advertisement sparking controversy?

The e.l.f. Cosmetics run caused chatter among viewers owed to immoderate “red flags” fans person pointed retired successful nan comedian’s past.

In November 2023, nan prima made headlines aft he joked astir home unit during his Netflix drama typical “Natural Selection.”

At nan commencement of nan show, Rife joked astir seeing a hostess pinch a achromatic oculus astatine a edifice successful Baltimore.

“And my boy who I was pinch was like, ‘Yeah, I consciousness bad for her, man. I consciousness for illustration they should put her successful nan room aliases thing wherever cipher has to spot her face, ya know?’” Rife said. “And I was like, ‘Yeah, but I consciousness for illustration if she could cook, she wouldn’t person that achromatic eye.’”

After he shared nan joke, Rife told nan assemblage that he was “just testing nan waters, seeing if y’all are going to beryllium nosy aliases not.”

“I fig if we commencement nan show pinch home unit nan remainder of nan show should beryllium soft sailing,” he continued.

Many of Rife’s followers recovered nan comments insensitive and offensive. A clip of nan joke received complete six-million views connected TikTok, pinch viewers sharing their thoughts successful nan comments section.

“Someone fto this feline up connected stage, filmed it, and it sewage approved to beryllium put connected Netflix?” 1 personification said.

“Got nan heebie jeebies ab this man truthful quickly and I’ve been continuously proved correct ever since,” different added.

The joke besides drew nan attraction of YouTuber Hank Green, who posted astir it connected X.

“A comedian ruining his narration pinch a ample information of his fanbase because he wanted to beryllium for illustration each of nan different boring-a-- Netflix Special ‘You Cant Tell Jokes Anymore’ crowd is really conscionable depressing,” Green said.

In consequence to nan backlash, Rife shared an Instagram communicative pinch a nexus that he said was his “official apology,” NBC News reported. However, he linked to a wellness website that sold typical needs helmets.

In an question and reply pinch Variety astatine nan time, Rife seemingly defended nan jokes he made during nan special. Rife shared that “Natural Selection” was designed to cater to a antheral audience, arsenic he wanted to show group he doesn’t “pander his profession to women.”

Less than 2 years later, Rife’s characteristic successful nan e.l.f. run has critics questioning nan brand’s determination to level nan comedian.

“Out of each nan group successful nan world…” 1 personification commented connected nan brand’s Instagram station of nan campaign.

“I genuinely can’t judge that not 1 personification astatine ELF did not say...”We should not partner pinch a man who makes jokes astir home violence,” added another.

“As a survivor….you each should beryllium ashamed of yourselves. He’s not moreover successful your demographic nor is he utilizing your products. You tin return your expanding prices and short sightedness location else. I’ll ne'er bargain from you again,” a 3rd professional said.

Has e.l.f. Cosmetics spoken retired astir nan backlash?

On Aug. 13, e.l.f. Cosmetics posted a connection connected Instagram regarding nan campaign.

“You cognize us, we’re ever listening and we’ve heard you,” nan marque wrote.

“This run aimed to humorously spotlight beauty injustice. We understand we missed nan people pinch group we attraction astir successful our e.l.f. community,” nan connection continued.

For some, nan apology missed nan mark.

“I’m sorry but this is simply a non apology? What precisely is e.l.f. going to do different than opportunity you missed nan mark? Now would beryllium a bully clip to donate to & item statement that support dv survivors,” 1 personification commented connected nan post.

“I’m failing to understand really I cognize yall you did your investigation connected Matt Rife and still said yea that’s our guy…” added another.

In an Aug. 14 question and reply pinch The Business of Beauty, e.l.f. Beauty’s Global Chief of Marketing Officer Kory Marchisotto addressed nan brand’s determination to characteristic Rife successful nan campaign.

Marchisotto said that e.l.f. selected Rife because his TikTok assemblage is mostly female and nether nan property of 34, nan brand’s “sweet spot.”

Marchisotto said nan backlash was a astonishment to nan brand.

“Obviously we’re very surprised,” Marchisotto told nan outlet. “There is simply a large spread betwixt our volition and really this missed nan people for immoderate group … We ever purpose to present positivity, and this 1 didn’t. So we find ourselves successful a position where, rather honestly, that doesn’t consciousness bully for us.”