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A new ad campaign from cosmetics brand e.l.f. starring comedian <\/span>Matt Rife<\/span><\/a> was met with more hate than laughter as observers slammed the company for choosing a celebrity who joked about domestic violence to be the face of its product line.<\/span><\/p>\n<\/div>\n \u201cIs Matt Rife here to sell us concealer for black eyes from domestic violence?\u201d read one comment with over 10,000 likes. <\/span><\/p>\n<\/div>\n In the ad, Rife plays fictional injury lawyer \u201cE.l.f.ino,\u201d alongside partner \u201cSchmarnes,\u201d depicted by drag performer Heidi N Closet. The commercial was an obvious reference to attorneys <\/span>Cellino & Barnes, <\/span><\/a>whose ads were often seen in the Tri-State Area during the 2000s. <\/span><\/p>\n<\/div>\n \u201cHey girl. Has over-priced beauty hurt your wallet?\u201d Rife says in the parody. <\/span>\u201cI know a thing or two about red flags. And pricey makeup? You deserve better than that.\u201d<\/span><\/p>\n<\/div>\n Despite the ad\u2019s fun tone, e.l.f. fans were not having it. Viewers were quick to bring up misogynistic bits from the comedian\u2019s 2023 Netflix special \u201cMatt Rife: Natural Selection.\u201d At one point in the special, he joked about a woman receiving a black eye for not cooking well. <\/span><\/p>\n<\/div>\n The many commenters attacking the e.l.f. ad for featuring Rife included some beauty influencers with massive followings.<\/p>\n<\/div>\n \u201caaaaaaandddd you lost me… Matt Rife out of ALL people?\u201d creator nikkietutorials said in a comment under e.l.f\u2019s TikTok video.<\/p>\n<\/div>\n Many TikTok users posted their own videos expressing their disbelief over Rife\u2019s cameo. One called the ad campaign a \u201cslap in the face<\/a>,\u201d while another showed someone throwing out their e.l.f. products.<\/p>\n<\/div>\n That said, when Rife posted the ad on his own Instagram account, his fans praised him<\/a>.<\/span><\/p>\n<\/div>\n Some questioned why Rife, who is not known for making beauty content, is featured in the commercial at all. <\/span><\/p>\n<\/div>\n Australian beauty influencer Jill Clark, who has hundreds of thousands of followers, said she is officially pulling her support for e.l.f., stating \u201cI stand with women, period.\u201d<\/span><\/p>\n<\/div>\n 20 Years Of<\/span>Free<\/span>Journalism<\/span><\/p>\n Your Support Fuels Our Mission<\/p>\n Your Support Fuels Our Mission<\/p>\n