E.L.F. Cosmetics has issued an apology after facing criticism for featuring controversial comedian Matt Rife in a new advertisement. The 29-year-old actor sparked outrage in 2023 with a domestic violence joke during his Netflix special, which many labelled sexist and disrespectful.
The advert, which also starred drag queen Heidi N Closet, parodied overpriced beauty products. Rife, dressed in a suit, said: “I know a thing or two about red flags. And pricy makeup? You deserve better than that.” Social media users quickly condemned his involvement, with one writing: “You didn’t have the budget for a comedian who doesn’t joke about abuse?”
In a statement on Wednesday, E.L.F. said: “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.” The company added that the fictional firm featured in the ad, e.l.f.ino & Schmarnes, would close, but it would continue to argue against overpriced beauty.
Despite the apology, many commenters urged E.L.F. to remove the advert entirely. The controversy stems from Rife’s 2023 Netflix special, where he joked about a waitress with a black eye. He later directed offended followers to a website selling helmets for people with special needs. In a 2024 interview, Rife defended the joke, claiming comedy can help people heal and that domestic violence victims had supported him.
