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"The guy who jokes about DV?": New ELF ad controversy explained as netizens call out brand over Matt Rife's inclusion

ELF's new ad campaign with comedian Matt Rife and Heidi N' Closet is receiving backlash online as netizens are bringing up Rife's past controversial remarks. Matt Rife went viral in 2023 for a joke ...
NBC 10 Philadelphia

E.l.f. Cosmetics issues statement after Matt Rife ad ignites backlash

A recent e.l.f. Cosmetics ad featuring Matt Rife has sparked controversy online due to the comedian’s contentious past. In the beauty brand's new commercial, Rife and drag queen Heidi N Closet star as ...
Yahoo

e.l.f. Cosmetics, under fire for Matt Rife ad, says 'we missed the mark'

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign. The budget beauty brand shared the campaign on Aug. 11, starring comedian ...
AOL

Canceled Comedian Matt Rife Backs Sydney Sweeney Over Controversial Ad Campaign

Comedian and actor Matt Rife has come to Sydney Sweeney’s defense amid the swirling American Eagle controversy that has since metastasized to her career. The 29-year-old funny man is no stranger to ...