E l f backlash on Matt Rife ad

A beauty brand's ad with Matt Rife draws online criticism amid past remarks about domestic violence.

E.l.f. faces backlash after Matt Rife campaign

E.l.f. Cosmetics released a new ad on August 11 featuring Heidi N Closet and Matt Rife. The spot, titled The Law Offices of e.l.f.ino & Schmarnes, casts the two as personal-injury attorneys who defend customers from overpriced beauty products. The campaign sparked immediate backlash online as critics questioned the brand’s choice of talent given Rife’s history.

Social media users vowed to boycott and called for a more careful approach to casting and tone. Critics pointed to a 2023 Netflix special in which Rife referenced domestic violence, linking the joke to concerns about how brands portray sensitive issues. In response, e.l.f. issued a brief statement saying it listened and that the campaign missed the mark, while noting the ad would retire and that the brand would continue to challenge overpriced beauty. The ad remains on the brand’s channels for now, and Rife joined the conversation in the comments. The incident has prompted calls for concrete actions, such as donations to shelters, rather than apologies alone.

The episode highlights how brands weigh edgy humor against accountability. Casting a controversial figure can spark broader debates about acceptable marketing in a crowded digital space. Companies may feel pressure to move quickly, but such moves risk eroding trust with existing customers.

Audiences increasingly demand brands show real commitment to values. A simple statement can fall flat without tangible actions, like supporting domestic violence shelters or similar initiatives. This moment may push marketers to pair bold campaigns with clearer social responsibility efforts.

Highlights

How brands respond in the days ahead will redefine what counts as responsible marketing.