E.l.f. Cosmetics is standing by its new ad campaign featuring comedian Matt Rife, even as it faces backlash over a past joke about domestic violence. The Oakland-based beauty brand said it “missed the mark” with some customers and pledged to listen to feedback from its community.
On Instagram Wednesday, the company wrote: “You know us, we’re always listening and we’ve heard you. 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.”
The campaign, which launched Sunday, Aug. 10, parodied early-2000s personal injury law commercials, with Rife and drag queen Heidi N Closet portraying “beauty attorneys” fighting overpriced makeup. e.l.f. cast Rife in part for his large Gen Z female following—about 80% of his TikTok audience are women, the brand said.
Backlash centered on a 2023 Netflix special, Natural Selection, in which Rife joked about a waitress with a black eye: “If she could cook, she wouldn’t have that black eye,” followed by, “I figure we start the show with domestic violence, the rest of the show should be pretty smooth sailing after that.” After the controversy, Rife posted an Instagram story with a link to his official apology.
Critics questioned why a brand known for championing women’s causes would partner with him. “Matt Rife? The guy who jokes about DV? In an ad targeted to women? That’s, um. A choice,” one Instagram user wrote.
e.l.f.’s global chief marketing officer, Kory Marchisotto, said the team was “very surprised” by the reaction. “There is a big gap between our intention and how this missed the mark for some people,” she told Business of Beauty. “We always aim to deliver positivity, and this one didn’t.”
The move comes as e.l.f. has pursued culturally relevant campaigns in recent years, from featuring Jennifer Coolidge in its 2023 Super Bowl debut to partnering with astronaut and activist Amanda Nguyen for Blue Origin’s first all-female spaceflight. In May, the company expanded its portfolio by acquiring Hailey Bieber’s Rhode skincare brand in a $1 billion deal.
Commentary and context:
– This incident highlights the fine line brands walk when using edgy humor or controversial talent to reach younger audiences, especially when campaigns touch on sensitive issues.
– e.l.f.’s response—acknowledging the misstep and signaling a listening approach—could help preserve trust with its community and inform future collaborations.
– The broader strategy of leaning into bold, culturally aware campaigns continues to position e.l.f. as a high-profile, trend-responsive player in the beauty industry, even as it navigates potential backlash.
Summary:
e.l.f. Cosmetics is defending a provocative ad campaign featuring Matt Rife after criticism over jokes about domestic violence, vowing to listen to customers and adjust. The campaign, which also features Heidi N Closet, aimed to spotlight beauty injustice through a parody of legal ads. The company emphasized its intent to celebrate and uplift women while acknowledging the misstep, a stance reinforced by recent high-profile brand moves including Jennifer Coolidge’s Super Bowl appearance and Rhode’s acquisition for $1 billion. The episode underscores the challenge of balancing bold marketing with sensitivity to audience concerns, but also suggests e.l.f. remains committed to bold, culturally relevant campaigns with careful talent selection.