Someday in the near future, you'll look back and remember that on August 11, 2025, E.L.F. launched an ad campaign for their products with comedian, Matt Rife. Now, I have to admit, the idea of the advertisement wasn't the worst idea. In different circumstances, I think many E.L.F. supporters would've thought it was clever. Just take a look at the SNL collab with Jimmy Fallon and Tariq Trotter's parody version of Cellino and Barnes.
The beauty brand shot the video on the set of "Law Offices of e.l.f.ino and Schmarnes," which is based on the real-life firm Cellino & Barnes. Of course, this ad campaign was meant to mimic the real-life firm's iconic commercials of the 1990s and 2000s in a comedic way. I'm no FBI, but if you ask me, I don't think fans found the skit humor worthy. Click here to watch the original Cellino & Barnes advertisement (2008).
E.L.F. is known for having clever ad campaigns. "In e.l.f. we trust" was launched over a year ago with Judge Beauty in place of America's favorite judge from national television's, Judge Judy. Clearly, the wrong side is being the judge based on E.L.F.'s decision to collaborate with a comedian that is known widely known for his humorous perspective on domestic violence, which we see during his debut Netflix special: Matt Rife: Natural Selection.
Matt Rife's choices were noteable to not only fans and social media, but The List found his decisions and statements blog-worthy. Rife's 2023-2024 "ProbleMATTic" tour became a popular topic because of some questionable things he said. It isn't uncommon for popular comedians to use controversial topics as their theme, because apparently dark humor is the best humor.
During the beginning of his show, Rife explained to the crowd that he and a friend of his were at a restaurant in Baltimore when they noticed a hostess that had a black eye. Rife then continued with speaking, "I feel like if she could cook, she wouldn't have that black eye," which left some fans appalled to say the least.
I wish I could say that it stops there, but it does not. Matt Rife's ego and pride shows to be thin considering his interaction with a 6-year-old on social media.
In December of 2023, Bunny Hedaya posted a video on TikTok where she tells the internet how her son corrected one of Rife's jokes during his Netflix special when Rife made the statement that Jupiter had a ring. Hedaya's son commented, "Actually it's Saturn that has the rings" and later saying "...and you're mean to girls."
Rife responded by posting a comment underneath the same video that was cross-posted on her Instagram, and commented, "Jupiter also has ring. OH!...and Santa [Claus] isn't real. Your mom buys you presents with the money she makes on OnlyFans." This response not only insinuated that she does business on a website that is often used by sex workers, but it showed social media how careless Matt Rife is even with harmless and friendly banter from a 6-year-old child.
The mom responded to Rife's statement with, "You can't except the fact that people may like women for their personalities. We know you don't have one."
Next but not last, Matt Rife has declared most of his content to be for men rather than women, regardless of majority of his fanbase being women. During a November 2023 interview with Variety, Rife spoke on his target audience and said, "And that's one thing that I wanted to tackle in this special was showing people that like despite what you think about me online, I don't pander my career to women." He continued with, "I would argue this special is way more for guys."
Social media users have expressed their unhinged, personal opinions on Rife's performance being made more for men than women, as it was compared to watching a college guy try and pledge a fraternity. This is one of many comments made on social media about Matt Rife's behavior and unwillingness to genuinely acknowledge all of his fanbase.
To some of the beauty brand's followers (me included), this seemed out of character for E.L.F. They are known for actively trying to make the world better both physically and socially. To be fair, this behavior from Rife was a little over a year ago, and I believe that people can change. Maybe E.L.F. wanted to help Rife get a second chance with social media after being cancelled for his careless words. Maybe E.L.F. wanted to draw attention to themselves to raise their ratings, but E.L.F. has been at one of its best peak moments in its life. Or maybe their public relations team had an underlying strategy thought it would be a fun campaign release. Either way, they misjudged poorly, and it cost the brand a ton of backfire on social media.
@katie.org is all publicity good publicity if you’ve completely distanced yourself from the core values of your brand? i guess @elfcosmetics will find out! #fyp #makeup #elfcosmetics #mattrife ♬ original sound - katie
E.L.F. quickly realized the mood within the situation on social media and released an apology statement, stating "this campaign aimed to humorously spotlight beauty injustice. we understand we missed the mark with people we care about in our e.l.f. community." Many people online considered this apology to be humorous and insulting. Some think that the beauty brand decided to use the "problem and solution" marketing strategy to draw attention back to the brand.
Not much has changed from before and after the apology statement was posted. Many online users have decided to boycott buying any e.l.f. products and are choosing to buy from other affordable, nice quality beauty brands. I mean who can really blame them.
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