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

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

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 ...

There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief ...

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” ...

Matt Rife rose to fame on TikTok and Netflix, faced criticism for taboo jokes and made headlines for a recent E.l.f.

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign.

In the ad, Rife plays fictional injury lawyer “E.l.f.ino,” alongside partner “Schmarnes,” depicted by drag performer Heidi N ...

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

Beauty brand E.LF. Cosmetics responded to criticism over the use of comedian Matt Rife in the campaign as many folks ...

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

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