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Comedian Matt Rife’s new e.l.f. Cosmetics ad about ‘overpriced beauty’ sparks fury months after plastic surgery rumors
COMEDIAN Matt Rife is getting a lot of hate over his controversial new e.l.f. makeup ad about “overpriced beauty.” His inclusion in e.l.f.’s TikTok campaign has been slammed by viewers months
The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the ...
The campaign also included by an August 13 pop-up that was designed to channel the ad and look like the inside of a courthouse. The event — which teased an appearance from Heidi N Closet in character ...
In a commercial posted to e.l.f.’s YouTube page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” ...
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"The guy who jokes about DV?": New ELF ad controversy explained as netizens call out brand over Matt Rife's inclusion
Rife stated in an August 2024 interview with The New Yorker that many domestic violence victims reached out to him and told ...
In the ad, Rife plays fictional injury lawyer “E.l.f.ino,” alongside partner “Schmarnes,” depicted by drag performer Heidi N Closet. The commercial was an obvious reference to attorneys Cellino & ...
E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...
Cosmetics' new legal-inspired commercial, 'The Law Offices of e.l.f.ino & Schmarnes,' stars comedian Matt Rife and drag icon ...
OAKLAND, Calif., August 11, 2025--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), has filed its latest motion in ...
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