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

A popular budget beauty brand has responded after it came under fire for featuring a comedian who joked about domestic ...

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

Social media users criticized e.l.f. cosmetics this week for featuring comedian Matt Rife in new ad campaign, citing his ...

Controversial comedian Matt Rife seems like he's trying not to let the E.L.F. campaign backlash get to him with his recent celebratory posts on social media ...

In response to the backlash, Rife shared an Instagram story with a link that he said was his “official apology,” NBC News ...

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” ...

The popular beauty brand told fans it "missed the mark." But the ad is still posted on its social media pages.

The campaign also included by an August 13 pop-up that was designed to channel the ad and look like the inside of a courthouse. The event — which teased an appearance from Heidi N Closet in character ...

In a new ad campaign for E.l.f. Beauty, Matt Rife stars alongside drag performer Heidi N. Closet as fictional personal injury lawyers “E.l.f.ino & Schmarnes.” The brand may have been hoping the ...

E.LF. Cosmetics has issued an apology to fans after it was criticized for including controversial comedian Matt Rife in an ...

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