e.l.f. ends Matt Rife ad after backlash over domestic-violence joke

A new e.l.f. Cosmetics ad featuring comedian Matt Rife alongside drag performer Heidi N. Closet as fictional personal injury lawyers, E.l.f.ino Schmarnes, has sparked a wave of criticism on social media. Critics say the campaign, which centers on affordable makeup and takedowns of overpriced beauty, misfires by casting a performer who previously made light of domestic violence. The brand says the effort aimed to highlight beauty injustice and has signaled that the campaign will conclude, while defending its broader mission to offer value to consumers.

The advertisement presents Rife and Closet in a spoof legal setting, promising to defend consumers from “overpriced beauty” and promising to deliver cold hard lash. The duo describe themselves as affordable beauty attorneys who will help clients secure products at prices that won’t “injure their livelihoods.” The tagline, delivered in a tongue-in-cheek courtroom tone, is designed to align with the brand’s ongoing emphasis on affordability, including a large share of products priced at ten dollars or less.

Reaction to the spot has been sharply divided. A substantial portion of social media commentary focused on a past joke by Rife...