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…
