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e.l.f. Cosmetics issued an apology on Wednesday after facing significant backlash for featuring comedian Matt Rife in a recent advertising campaign. The ad, which went live on various social media platforms, sparked outrage among users, including well-known beauty influencers, who criticized the brand for its choice of talent.
Rife became a controversial figure after making an offensive joke about domestic violence during his stand-up routine in 2023. Many social media users expressed their disapproval, calling for accountability from e.l.f. for aligning with someone whose humor they deemed inappropriate.
In response to the uproar, e.l.f. released a statement on its official Instagram account, acknowledging the misstep. The brand wrote, “You know us, we’re always listening and we’ve heard you. This campaign aimed to humorously spotlight beauty injustice, and we understand we missed the mark with people we care about in our e.l.f. community.” This remark reflected the brand’s commitment to its users and willingness to address concerns directly.
Controversial Content and Consumer Reactions
The ad showcased Rife alongside drag queen
