Controversy Surrounds Matt Rife After E.L.F. Cosmetics Advertisement Over His Previous Humor Regarding Domestic Violence
In a bid to convey a satirical, legal-themed message about "beauty justice" and affordability, e.l.f. Cosmetics has chosen comedian Matt Rife to front their latest campaign. The ad features Rife and drag performer Heidi N Closet as a legal duo, advocating for high-quality, accessible beauty without compromising on values or price.
However, the choice of Rife as the face of the campaign has stirred controversy, with beauty influencers and social media users expressing their disapproval. Nikkietutorials, a popular beauty influencer, voiced her disapproval of the ad, while Jill Clark, an Australian beauty influencer, officially pulled her support for e.l.f. Cosmetics, stating she stands with women.
Rife's past jokes, including a controversial comment about a 6-year-old's mother earning money for Christmas presents from OnlyFans, and misogynistic jokes from his 2023 Netflix special, such as a joke about a woman receiving a black eye for not cooking well, have been a point of contention. Instagram users like @kristians_makeup and Renee Ellyn have expressed their disbelief and disappointment over Rife's involvement in the ad campaign.
Many TikTok users have posted videos expressing their disapproval, with some calling it a "slap in the face" and others showing e.l.f. products being thrown out. Jill Clark's video on this topic received over 160,000 likes on TikTok.
Despite the backlash, e.l.f. Cosmetics and their marketing team seem focused on the campaign's creative concept and inclusive messaging. The company's chief marketing officer emphasized their commitment to values that align with affordability and community support but did not explicitly address any concerns about Rife's past remarks.
This article originally appeared on HuffPost.
Rife offered a stale apology following backlash at the time of the Netflix special, but it seems that for many, the damage has already been done. As the controversy continues to unfold, it remains to be seen how e.l.f. Cosmetics will navigate this challenging situation.
- The timely and inclusive campaign by e.l.f. Cosmetics, featuring comedian Matt Rife and drag performer Heidi N Closet, has been met with controversy on syndicated-huffpost and social media platforms.
- LGBT and women's content influencers, such as Nikkietutorials and Jill Clark, have publicly expressed their disapproval of Rife's appointment as the face of the campaign due to his past misogynistic and controversial jokes.
- Dib-celebs and entertainment personalities, like Instagram users @kristians_makeup and Renee Ellyn, have vocalized their disappointment over Rife's involvement in the campaign on their respective platforms.
- In the face of backlash, e.l.f. Cosmetics has maintained a focus on the creative concept and inclusive messaging of the campaign, yet has not explicitly addressed concerns about Rife's past remarks, sparking further discussions in the realm of pop-culture.
