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

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…