News

E.l.f. Cosmetics Issues Statement After Matt Rife Ad Ignites Backlash. What Happened?

A recent e.l.f. Cosmetics ad featuring Matt Rife and Heidi N Closet has sparked controversy online due to the comedian’s past ...

Matt Rife Takes on Beauty Crimes with Heidi N' Closet in Nostalgic e.l.f. Cosmetics Spot: 'Brought Me Back' (Exclusive)

E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...

Comedian Matt Rife’s new e.l.f. Cosmetics ad about ‘overpriced beauty’ sparks fury months after plastic surgery rumors

COMEDIAN Matt Rife is getting a lot of hate over his controversial new e.l.f. makeup ad about “overpriced beauty.” His ...
Marketing Week20h

Elf admits its use of domestic abuse comedian ‘missed the mark’ after brand backlash

The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the ...

Why was Matt Rife in an e.l.f. commercial?

In a commercial posted to e.l.f.’s YouTube page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” ...

e.l.f. Cosmetics’ Latest Campaign Takes Expensive Makeup To Court

Cosmetics' new legal-inspired commercial, 'The Law Offices of e.l.f.ino & Schmarnes,' stars comedian Matt Rife and drag icon ...

E.l.f. argues against overpriced cosmetics with legal-themed campaign

E.l.f.ino & schmarnes” features comedian Matt Rife and drag icon Heidi N Closet as a satirical legal duo and will include a ...