Rife and drag queen Heidi N Closet starred as fictional legal duo ‘e.l.f.ino’ and ‘schmarnes,’ leading a humorous investigation against expensive makeup and arguing for affordable beauty. The video, released on Instagram on August 11 and TikTok the following day, stirred immediate criticism from fans and consumers online, many of whom were quick to express their disappointment with the brand’s casting decision.
“You know us, we are always listening and we have heard you,” e.l.f. Cosmetics wrote in an Instagram and TikTok post on August 14. “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. While e.l.f.ino and Schmarnes closes today, we will continue to make the case against overpriced beauty.”
Despite the apology, the original video featuring Rife remained on the brand’s social media channels, a choice that fueled further backlash and demands for decisive action. Social media users didn’t mince words when responding to the apology post.
Grace Amaku (@grace_africa) commented, “Words over actions pls take that post down. I know it cost a lot of money but this is the price to pay if you truly care about your community. I’m literally trying to help.”
Beauty content creator Micaela Davis (@micaelaladavisbeauty) called out the brand’s apology as insufficient: “I’m sorry but this is a non apology? What exactly is e.l.f going to do other than say you missed the mark? Now would be a good time to donate to and highlight organisations that support DV survivors.”
Another user, Tranna Wintour (@trannawintour), wrote, “Are you seriously trying to add humour to your apology? Take down the original ads from all platforms. How tone deaf can you be?”
Influencer reactions echoed broader. TikTok star Nikkie de Jager (@nikkietutorials) responded, “Aaaaaaandddd you lost me… Matt Rife out of ALL people? So disappointed.” Victoria Rose (@thevivirose) added, “Matt Rife? The guy who jokes about DV [domestic violence]? In an ad targeted to women? That is, um. A choice.”
Bri Stein (@annaquartzartist) highlighted what she saw as a glaring disconnect: “There are 4.01 billion women on this planet and you chose a straight white male who jokes about abusing women, does not wear make-up, for this ad campaign? Come on @elfcosmetics. The intentional ignorance of creating chaos-based marketing is crazy.”
“As a survivor of domestic violence, I am 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 have not removed this, looks even worse. I do not know if I could stay a consumer of yours…” wrote beauty content creator Khollywood (@bestieverhad112).
While e.l.f. Cosmetics has acknowledged its “misstep” and ended the campaign. Many feel that words alone don’t address the harm and have urged the brand to take more meaningful action, such as removing the content and supporting organizations for domestic violence survivors.
Kory Marchisotto, e.l.f. Beauty’s global chief marketing officer, admitted surprise at the controversy’s scale and how the brand’s intentions clashed with public perception. “There is a gap between intention and this missed the mark for some people,” she said, reflecting on the backlash with The Business of Beauty.
As the campaign ‘e.l.f.ino & Schmarnes’ closes, e.l.f. says it will continue its advocacy against overpriced beauty, but the outrage leaves an important lesson in authentic listening and responsibility in brand culture. For some consumers, the incident has shifted their relationship with a brand they once supported. For e.l.f., the challenge moving forward will be not only hearing but fully acting on the voices of its core community.
