This Summer, E.l.f. Cosmetics launched a national ad campaign starring stand-up comedian Matt Rife. The humorous, lawyer-themed spot, styled after the famous Cellino & Barnes commercials, also featured drag performer Heidi N Closet as co-counsel in a fictional affordable beauty attorneys’ firm called Elfino & Schmarnes. Rife, as Schmarnes says, “I know a thing or two about red flags. Expensive makeup? You deserve better than that.” The campaign’s stated purpose was to spoof overhyped luxury beauty and advocate for affordable, accessible cosmetics—a central plank in E.l.f.’s brand.
Why Was Matt Rife a Controversial Choice?
Almost immediately, the campaign faced severe criticism, and calls for a boycott swept across TikTok and Instagram. The backlash centered on Rife’s history of making jokes about domestic violence and misogyny. Many fans expressed discontent regarding Rife’s participation, particularly due to past controversies. A domestic violence joke he made during his debut Netflix special.
In his 2023 Netflix special, Natural Selection, Rife opened with a story about encountering a waitress with a black eye at a Baltimore restaurant, quipping about domestic violence and making light of her injury. Critics said his joke trivialized abuse and perpetuated harmful stereotypes. When backlash erupted after the Netflix special, Rife doubled down by linking to a website selling special needs helmets as a mock apology on Instagram.
Social Media Uproar and Influencer Response
Reaction from beauty influencers and customers was swift and fierce. NikkieTutorials, James Welsh, Katie Raymond, Jill Clark, and Chrishell Stause denounced the partnership publicly and pledged to boycott the brand. Australian beauty creator Jill Clark posted, “In 2025, when there is an epidemic of violence against women, you don’t make the face of your campaign a man who jokes about domestic violence.”
Brand Reaction: Apology Issued, But Did It Work?
Faced with growing outrage and declining influencer support, E.l.f. Cosmetics issued a formal apology on August 15, 2025: “You know us, we’re always listening and we’ve heard you,” E.l.f Cosmetics wrote on their Aug. 14 Instagram statement. “This campaign aimed to humorously spotlight beauty justice. We understand we missed the mark with people we care about in our e.l.f. Community. While e.l.f.ino & schmarnes closes today, we’ll continue to make the case against overpriced beauty.”
Kory Marchisotto, Global Chief Marketing Officer of E.l.f. Beauty explained that there is a gap between intention and perception—this missed the mark for some people. They aim to promote positivity; this one didn’t.
“You know us, we’re always listening and we’ve heard you. 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,” e.l.f. stated.
Additionally, E.l.f. kept the ad live for several days, further fueling concern that the apology was performative and that brand action would not match the community’s values.
Analysis: Lessons in Brand Reputation, Audience Sensitivity, and Influencer Relations
The controversy highlights several key issues for beauty brands:
- Mismatch with Audience Values: E.l.f.’s choice of Rife, whose recent work intentionally distances itself from women and has been criticized for hostile jokes, was at odds with a brand that markets to and advocates for women and marginalized groups.
- Influencer Power: Leading beauty creators can rapidly amplify backlash and rally their audiences for or against a brand. E.l.f.’s long-standing partnerships unraveled quickly after the campaign aired.
- Corporate Apologies and Accountability: A statement alone, without tangible action or product changes, is often seen as insufficient, especially when a brand’s apology fails to acknowledge the magnitude of the issue.
Chrishell Stause, star of Selling Sunset, asked pointedly: “Was literally no one else available..?“—a sentiment echoed by thousands online.
What’s Next for E.l.f. Cosmetics?
While E.l.f. has not announced specific changes to campaign processes, the backlash may alter their approach to talent selection, influencer collaborations, and community listening initiatives. As pressure mounts, brands are reminded that community trust can dissolve rapidly in the age of TikTok and Instagram virality.
