E.l.f. Cosmetics Face Backlash After Featuring Comedian Matt Rife

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…