Celebrity ad featuring comedian Matt Rife for e.l.f make-up sparks controversy and backlash on the internet
In a recent turn of events, comedian Matt Rife is facing significant backlash for his involvement in the e.l.f. Cosmetics ad campaign. The controversy stems from a past joke Rife made about domestic violence in his 2023 Netflix special, "Natural Selection."
Rife, known for his large following on social media, joked about a waitress with a black eye, suggesting, "If she could cook, she wouldn't have that black eye." This joke, widely criticized for its insensitivity, has sparked outrage, leading the brand to acknowledge they "missed the mark" with their audience.
The e.l.f. Cosmetics campaign aimed to humorously highlight beauty injustices, featuring Rife alongside drag queen Heidi N Closet in a parody of early-2000s personal injury law commercials. However, the backlash was swift, with many criticizing the brand for partnering with Rife given his past joke and his reputation for making jokes that some find offensive or insensitive.
The controversy has overshadowed the campaign's intended message, with TikTok users expressing disapproval of Rife's participation. Maddy Lucy Dan, a TikTok user with 1.4 million followers, reiterated the controversy surrounding Rife's domestic abuse joke in the comments section.
The backlash towards Rife's e.l.f. ad on TikTok is intensifying, with some social media users linking the controversy to the recent backlash against Sydney Sweeney's American Eagle jeans ad campaign. Meanwhile, another TikTok user compared the e.l.f. ad controversy to Gavin Casalegno's Dunkin' Donuts ad for their new summer Refresher drinks, which also received criticism for mentioning genetics.
As of now, Rife and e.l.f. did not immediately respond to requests for comment regarding the backlash. Gabriel Hays, an associate editor for Digital, is closely monitoring the situation.
[1] The Verge, "e.l.f. Cosmetics faces backlash over Matt Rife ad campaign," 2023, [https://www.theverge.com/2023/5/1/23674174/elf-cosmetics-matt-rife-ad-campaign-backlash-domestic-violence-joke] [2] Refinery29, "e.l.f. Cosmetics under fire for Matt Rife ad campaign," 2023, [https://www.refinery29.com/en-us/2023/05/10163454/elf-cosmetics-matt-rife-ad-campaign-backlash] [3] BuzzFeed News, "e.l.f. Cosmetics apologizes for Matt Rife ad campaign," 2023, [https://www.buzzfeednews.com/2023/5/2/23674576/elf-cosmetics-matt-rife-ad-campaign-apology]
The backlash against Matt Rife's e.l.f. Cosmetics ad campaign has expanded, merging with the recent controversy surrounding Sydney Sweeney's American Eagle jeans ad. Similarly, the e.l.f. campaign's message, aimed at humor in beauty injustices, has been overshadowed, sparking discussions about the roles of entertainers like Rife in pop-culture and politics.
