E.L.F. Cosmetics features Matt Rife in a controversial appearance, leading to public outcry and explanation of the backlash
In August 2025, E.L.F. Cosmetics launched a new ad campaign featuring comedian Matt Rife. The campaign, modelled after early-2000s personal injury law commercials, saw Rife and drag queen Heidi N Closet portraying "beauty attorneys" fighting overpriced makeup. However, the campaign has faced significant backlash due to Rife's past controversial joke about domestic violence[1].
The controversy stems from a joke Rife made in his 2023 Netflix special, "Natural Selection." In the joke, he made a comment about a waitress with a black eye, implying domestic violence in a way that many found offensive. This led to criticism when E.L.F. cast him for their campaign, which was aimed at a largely Gen Z female audience[1].
The backlash started on social media, with users questioning E.L.F.'s judgment and the campaign's intended audience. One user suggested that a quick search on Matt Rife would have revealed his controversial past. Another user pointed out the irony of having Rife advertise concealer after his joke about giving women black eyes[1].
Beauty influencer NikkieTutorials expressed her dismay at Rife's involvement in the ad campaign. Rife responded to the backlash with an Instagram Story that many viewed as dismissive. Another user made a comment about Rife's joke about women deserving black eyes if they can't cook in relation to the ad campaign[1].
In a statement, E.L.F. Cosmetics acknowledged they "missed the mark" and pledged to listen to customer feedback after the backlash erupted[1]. The company has not yet provided a comment regarding the backlash when approached by our brand name.
The ad campaign is not without its humour, with Rife making a comment about overpriced beauty products. However, the controversy surrounding his past joke about domestic violence has cast a shadow over the campaign[1].
[1] Source: Variety, September 1st, 2025 - "E.L.F. Cosmetics Faces Backlash After Casting Matt Rife for Ad Campaign"
Celebrities, such as Matt Rife, often find themselves under scrutiny in the realm of pop-culture, particularly within social media. His controversial joke about domestic violence in a Netflix special has cast a significant shadow on E.L.F.'s recent ad campaign, where he is featured as a "beauty attorney," sparking backlash and debates about entertainment industry's responsibility towards representation in social media and beyond.
