{"id":1964626,"date":"2025-08-17T00:03:30","date_gmt":"2025-08-17T00:03:30","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=1964626"},"modified":"2025-08-17T00:03:30","modified_gmt":"2025-08-17T00:03:30","slug":"makeup-brands-statement-doesnt-fix-matt-rife-backlash","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/makeup-brands-statement-doesnt-fix-matt-rife-backlash\/","title":{"rendered":"Makeup Brand’s Statement Doesn’t Fix Matt Rife Backlash"},"content":{"rendered":"

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E.l.f. issued a statement Thursday after facing intense backlash over a commercial that starred comedian Matt Rife<\/a>, who<\/span>se presence in the ad sparked criticism<\/a> because of his previous<\/span> jokes<\/strong> about domestic violence.<\/span><\/p>\n<\/div>\n

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The ad, which aired last week, features Rife as fictional injury lawyer \u201cE.l.f.ino,\u201d with his partner \u201cSchmarnes,\u201d played by drag performer Heidi N Closet. The ad references commercials for attorneys Cellino & Barnes that aired in the 2000s.<\/p>\n<\/div>\n

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\u201cYou know us, we\u2019re always listening and we\u2019ve heard you,\u201d e.l.f. said in its statement. \u201cThis campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. community.\u201d<\/span><\/p>\n<\/div>\n

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\u201cWhile e.l.f.ino & schmarnes closes today, we\u2019ll continue to make the case against overpriced beauty,\u201d the statement continued. <\/span><\/p>\n<\/div>\n

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While Rife\u2019s ad was meant to be humorous, viewers <\/span>were outraged<\/span><\/a> over his representing the company\u2019s product line and brought up misogynistic bits<\/a> from his 2023 Netflix special, \u201cMatt Rife: Natural Selection.\u201d<\/span><\/p>\n<\/div>\n

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During the special, Rife joked about a woman receiving a black eye for not cooking well.<\/span><\/p>\n<\/div>\n

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Several influencers with sizeable followings spoke out against the company in the days following the ad\u2019s release. Some even promised never to work with the brand again. <\/span><\/p>\n<\/div>\n

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Kory Marchisotto, e.l.f. beauty\u2019s global chief marketing officer, told The Business of Fashion<\/a> 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.<\/p>\n<\/div>\n

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\u201cObviously we\u2019re very surprised,\u201d Marchisotto told the outlet. \u201cThere is a big gap between our intention and how this missed the mark for some people\u2026 We always aim to deliver positivity, and this one didn\u2019t. So we find ourselves in a position where, quite honestly, that doesn\u2019t feel good for us.\u201d<\/p>\n<\/div>\n

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Many fans appear not to be satisfied with e.l.f.\u2019s statement, flooding the comment sections on the brand\u2019s social media pages with more criticism.<\/p>\n<\/div>\n

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\u201cI\u2019m 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,\u201d one comment on Instagram read. <\/span><\/p>\n<\/div>\n

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\u201cYou made an apology but KEPT THE VIDEO ON IG????,\u201d wrote fashion influencer Hanan Besovic (@ideservecouture). \u201cLike you are apologizing for something that is two scrolls away!!! MAKE IT MAKE SENSE!!! Take down the campaign if you really understand the issue.\u201d<\/span><\/p>\n<\/div>\n

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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 \u201cE.l.f.ino,\u201d with his partner \u201cSchmarnes,\u201d played by drag performer Heidi N […]<\/p>\n","protected":false},"author":2,"featured_media":1964627,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25174],"tags":[343617],"class_list":["post-1964626","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gossip","tag-matt-rife"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/08\/Makeup-Brands-Statement-Doesnt-Fix-Matt-Rife-Backlash.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/1964626","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=1964626"}],"version-history":[{"count":0,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/1964626\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/1964627"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=1964626"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=1964626"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=1964626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}