In response to the backlash, Rife shared an Instagram story with a link that he said was his “official apology,” NBC News reported. However, he linked to a health website that sold special needs helmets.

E.LF. Cosmetics has issued an apology to fans after it was criticized for including controversial comedian Matt Rife in an advertisement. The 29-year-old actor has previously sparked controversy for his jokes, including one he made in 2023 about domestic violence, which was labeled “sexist” and “disrespectful.”

E.l.f. Cosmetics apologized for their campaign featuring Matt Rife after fans condemned the ad and questioned the brand's intentions