E.L.F. Cosmetics under fire for controversial – Business News
A well known magnificence model is under fire for its inclusion of a controversial comic in its newest marketing campaign.
E.L.F. Cosmetics launched a new advert on August 11 that featured drag queen Heidi N Closet as “e.l.f.ino” and comic Matt Rife as “schmarnes”.
The legal-themed commercial builds on a Superbowl 2024 marketing campaign, and sees Heidi N Closet and Rife attempt to defend their shoppers from overpriced magnificence merchandise.
E.L.F. Cosmetics is under fire for its inclusion of controversial comic Matt Rife in its newest marketing campaign. @elfcosmetics/Instagram
Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, mentioned of the advert; “For 21 years e.l.f. has been making the best of magnificence accessible to each eye, lip and face.
“From ‘Cosmetic Criminals’ to ‘Judge Beauty’ to the law places of work of ‘e.l.f.ino and schmarnes’, we stand with our group in favor of magnificence justice.
“Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That’s the e.l.f.ing way.”
The legal-themed commercial sees drag queen Heidi N Closet as “e.l.f.ino” and Rife as “schmarnes” making an attempt to defend their shoppers from overpriced magnificence merchandise. @elfcosmetics/Instagram
“Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That’s the e.l.f.ing way,” Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, mentioned of the advert. @elfcosmetics/Instagram
However many people have been left unimpressed with the inclusion of Rife within the marketing campaign, after he was extensively condemned for that includes a home violence joke in his 2023 Netflix particular.
During the particular, Rife recalled an incident about a waitress he was served by that had a black eye.
“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,’” Rife mentioned, in response to Independent.
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Rife’s response to anger on the joke included an Instagram story with a hyperlink that people had been inspired to click on on to “solve their issue”. The hyperlink led to a web site that offered helmets for people with disabilities.
After the E. L. F Cosmetics advert dropped, people had been fast to challenge their anger with the model for together with a man they declare doesn’t respect ladies, and for taking away an alternative from a magnificence creator.
“Bruh not Matt Rife. I love y’all as a brand but Matt Rife is not a good person,” one particular person mentioned.
“I love y’all as a brand but Matt Rife is not a good person,” one particular person mentioned in regards to the commercial. @elfcosmetics/Instagram
Another added: “You didn’t have the budget for a comedian who doesn’t joke about abuse?”
“Out of all the people in the world,” one social media consumer mentioned.
Another added: “I truly can’t believe that not one person at E. L. F did not say, ‘We should not partner with a man who makes jokes about domestic violence’.”
“Well I guess E. L. F is off my approved makeup list,” one other social media consumer commented. @elfcosmetics/Instagram
“E. L. F I have always used and loved your products especially since they are more affordable and accessible but I cannot support you guys when you think Matt Rife being on your payroll and making an advertisement for y’all is a good choice. We have so many better people in the world,” one commented.
Another mentioned: “I guess 2025 is the year of brands completely losing touch with who their audience is.”
“So you’ve paid a comedian who jokes about domestic violence to promote your make up brand, are you going to be promoting a good concealer to cover bruises next,” one mentioned.
“You might have picked lots of of different comedians to be in your advert, put the money into the pocket of somebody who can be a constructive position model however but you selected somebody who thinks home violence is one thing to joke about.
“I can’t understand how he has anything to do with make up. You’ve shown your lack of compassion by completely ignoring anything but positive comments. I won’t ever be buying E. L. F products which is a shame after so many years of supporting you.”
One added: “Well I guess E. L. F is off my approved makeup list.”
“I’m out sorry E. L. F,” one commented.
information.com.au has contacted E. L. F Cosmetics for remark.
