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

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

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

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 ...

Social media users criticized e.l.f. cosmetics this week for featuring comedian Matt Rife in new ad campaign, citing his ...

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 ...

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

In the ad, Rife plays fictional injury lawyer “E.l.f.ino,” alongside partner “Schmarnes,” depicted by drag performer Heidi N ...

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

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