E.L.F.
Cosmetics, a major Vegan beauty brand popular with Gen Z, is facing backlash for featuring comedian Matt Rife in its latest ad campaign.
Critics say the partnership clashes with the brand’s values, citing Rife’s controversial humor, including his 2023 Netflix special Natural Selection, which drew criticism for jokes about domestic violence.
The ad, part of E.L.F.’s “beauty justice” campaign, stars drag queen Heidi N Closet and Rife defending clients from overpriced products, but many fans say the messaging falls flat.
Rife, who recently became caretaker of the Warren Home & Occult Museum, rose to fame through viral TikTok clips and self-produced stand-up specials, eventually landing Netflix deals and a growing Gen Z fanbase.
His critics point to his controversial jokes, including a dark opening bit in Natural Selection, and his sarcastic “apology” linked to a website selling helmets for people with disabilities.
The controversy comes alongside a $1 price hike across E.L.F.’s product line, but many are more focused on the decision to hire Rife, seeing it as a deliberate attempt to spark conversation and boost brand awareness.