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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 ...
Vulture

E.L.F. Cosmetics Is Trying to Make Up With Its Customers

Another day, another news cycle about an ad. On August 11, E.L.F. Cosmetics debuted a law-themed ad campaign that features Matt Rife, the controversial comedian who apparently now owns the Annabelle ...
Hosted on MSN

E.L.F. customers boycott makeup company after hiring controversial comedian Matt Rife for new ad

E.L.F. cosmetics has been hit with fierce backlash online after dropping an advertisement featuring controversial comedian Matt Rife - who was recently issued a chilling warning - with many long-time ...
USA Today

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 ...
NBC New York

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 ...