Photo-Illustration: by The Cut; Photos: Getty Images
E.l.f. Cosmetics released a new ad, and its customers don’t seem happy. The affordable beauty brand has tapped drag queen Heidi N Closet and stand-up comedian Matt Rife for its latest campaign, which launched on August 11. The ad, named The Law Offices of e.l.f.ino & Schmarnes, is basically the two playing personal-injury attorneys who protect customers from overpriced beauty products.
The internet criticized the decision to cast Rife, citing a domestic-violence joke he told in his 2023 Netflix special. During his set, he had told a story about a waitress he had seen with a black eye. He said, “And 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.’” In response to widespread backlash, instead of apologizing, he posted an Instagram Story with a link to helmets for those with disabilities. “If you’ve ever been offended by a joke I’ve told — here’s a link to my official apology,” he wrote.
Under E.l.f. Cosmetics’s Instagram post featuring the spot, commenters expressed their disappointment about the brand working with the comedian, with many pledging to boycott E.l.f. or find alternatives. “Oooooh. Matt Rife? The guy who jokes about DV? In an ad targeted to women? That’s, um. A choice,” one person wrote. And below fashion-industry watchdog Diet Prada’s post about the incident, Selling Sunset star Chrishell Stause asked, “Was literally no one else available..?”
Late last night, E.l.f. Cosmetics responded to its critics, claiming that “we’re always listening and we’ve heard you,” the brand wrote in another Instagram post. “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. While e.l.f.ino & Schmarnes closes today, we’ll continue to make the case against overpriced beauty.” Despite being fired, Rife made an appearance in the comments, writing, “Had a great time ❤️❤️.”
This did little to appease Instagram users, especially since the ad is still up on the company’s page. “Words over actions pls take that post down,” comedian Grace Amaku commented. “I know it cost a lot of money but this is the price to pay if you truly care about your community. I’m literally trying to help.” Many others suggested that the brand go even further and make donations to domestic-violence shelters and organizations.
We reached out to E.l.f. Cosmetics for comment.
