Makeup Brand’s Statement Doesn’t Fix Matt Rife Backlash

E.l.f. issued a statement Thursday after facing intense backlash over a commercial that starred comedian Matt Rife, whose presence in the ad sparked criticism because of his previous jokes about domestic violence.

The ad, which aired last week, features Rife as fictional injury lawyer “E.l.f.ino,” with his partner “Schmarnes,” played by drag performer Heidi N Closet. The ad references commercials for attorneys Cellino & Barnes that aired in the 2000s.

“You know us, we’re always listening and we’ve heard you,” e.l.f. said in its statement. “This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. community.”

“While e.l.f.ino & schmarnes closes today, we’ll continue to make the case against overpriced beauty,” the statement continued.

While Rife’s ad was meant to be humorous, viewers were outraged over his representing the company’s product line and brought up misogynistic bits from his 2023 Netflix special, “Matt Rife: Natural Selection.”

During the special, Rife joked about a woman receiving a black eye for not cooking well.

Several influencers with sizeable followings spoke out against the company in the days following the ad’s release. Some even promised never to work with the brand again.

Kory Marchisotto, e.l.f. beauty’s global chief marketing officer, told The Business of Fashion that the company wanted to target Gen Z women and girls, and picked Rife because his TikTok following is 80% female and 75% under the age of 34.

“Obviously we’re very surprised,” Marchisotto told the outlet. “There is a big gap between our intention and how this missed the mark for some people… We always aim to deliver positivity, and this one didn’t. So we find ourselves in a position where, quite honestly, that doesn’t feel good for us.”

Many fans appear not to be satisfied with e.l.f.’s statement, flooding the comment sections on the brand’s social media pages with more criticism.

“I’m sorry but this is a non apology? What exactly is e.l.f going to do other than say you missed the mark? Now would be a good time to donate to & highlight organization that support dv survivors,” one comment on Instagram read.

“You made an apology but KEPT THE VIDEO ON IG????,” wrote fashion influencer Hanan Besovic (@ideservecouture). “Like you are apologizing for something that is two scrolls away!!! MAKE IT MAKE SENSE!!! Take down the campaign if you really understand the issue.”