Retail

e.l.f. Cosmetics Apologizes After Backlash Over Matt Rife Campaign

e.l.f. Cosmetics, a brand celebrated for its affordable beauty products and progressive marketing, found itself under fire last week following the launch of its latest campaign featuring comedian, actor, and author Matt Rife.

Published: Aug 18, 2025 4:57 PM

By Ifrah Nadeem

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e.l.f. Cosmetics Apologizes After Backlash Over Matt Rife Campaign

e.l.f. Cosmetics, a brand celebrated for its affordable beauty products and progressive marketing, found itself under fire last week following the launch of its latest campaign featuring comedian, actor, and author Matt Rife. The campaign, a satirical and legal-themed series titled ‘e.l.f.ino & Schmarnes’, was intended to spotlight beauty pricing injustice, but quickly drew controversy and social media backlash due to Rife’s history of jokes about domestic violence in his 2023 Netflix special, “Natural Selection.”

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…

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e.l.f. Cosmetics Apologizes After Backlash Over Matt Rife Campaign

e.l.f. Cosmetics, a brand celebrated for its affordable beauty products and progressive marketing, found itself under fire last week following the launch of its latest campaign featuring comedian, actor, and author Matt Rife.

Unlock the rest of this story

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