E.L.F. Cosmetics 'overpriced beauty' ad controversy explained as fans boycott viral brand

E.L.F. Cosmetics has responded to criticism over its latest advert featuring the contentious comedian Matt Rife. The beauty brand is still dealing with backlash from their campaign, leading many people to boycott their products.

The ad, titled e.l.f.ino and schmarnes: Affordable Beauty Attorneys, stars Matt Rife and drag queen Heidi N Closet. In the promotional video, the duo play two solicitors advocating for more affordable makeup products.

Following the ad's debut, numerous individuals took to YouTube to voice their anger over Matt being the face of it, given his past jokes about domestic violence.

This controversy comes after Matt raised eyebrows by purchasing the infamous Connecticut property of Ed and Lorraine Warren, home to the haunted Annabelle Doll. It comes as the murky history of the doll, now in Matt's possession, was revealed.

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The cosmetics company released a statement admitting they had made an error with the campaign, stating: "You know us, we're always listening and we've heard you. This campaign aimed to humorously spotlight beauty justice. We understand we missed the mark with people we care about in our e.l.f. Community. While e.l.f.ino and schmarnes closes today, we'll continue to make the case against overpriced beauty."

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Matt and Heidi N Closet portraying barristers dubbed "affordable beauties" nods to the former New York personal-injury law firm Cellino and Barnes - who sought to protect their clients from "overpriced makeup products." Rife states in the advert: "I know a thing or two about red flags. And pricey makeup? You deserve better than that."

Critics slammed the decision to feature the comedian on social media - arguing he wasn't appropriate given he cracked a joke about domestic violence in his 2023 Netflix special, Natural Selection where he said: "My boy who I was with was like, ‘Yeah, I feel bad for her, man, I feel like they should put her in the kitchen or something where nobody has to see her face.’ And I was like, ‘Yeah, but I feel like if she could cook, she wouldn’t have that black eye.'"

One individual remarked on the brand's Instagram post regarding the advert, "Oooooh. Matt Rife? The guy who jokes about DV? In an ad targeted to women? That's, um. A choice."

Despite issuing their statement, the campaign and its promotional images remain live on its social media channels. Soon after E.l.f. published their statement, the company's Global Chief of Marketing Officer Kory Marchisotto also tackled the backlash.

He told The Business of Beauty they were "very surprised" to see the online backlash, adding: "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."

Calls to boycott the brand have taken off on several social media platforms, with beauty influencers, including those who have previously partnered with e.l.f., leading the charge. Some even posted videos of themselves throwing out their e.l.f. products.

One unimpressed fan penned: "My low buy is becoming a no buy. Thanks elf for hiring matt rife and making it so easy!" A further person commented, "Ew, ELF hired Matt Rife? ! ? Did they think we forgot about how awful he is."

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