Tag Archives: E.l.f

Beauty company E.l.f. Cosmetics responded to backlash this week over its new ad campaign starring comedian Matt Rife, who was criticized for making a joke about domestic violence in his 2023 comedy special. “You know us, we’re always listening and we’ve heard you,” the brand wrote on Instagram on Wednesday. “This campaign aimed to humorously spotlight beauty injustice. We understand …

Matt Rife and Heidi N Closet of “e.l.f.ino & Schmarnes.” Photo: e.l.f. Cosmetics via YouTube Another day, another news cycle about an ad. On August 11, E.L.F. Cosmetics debuted a law-themed ad campaign that features Matt Rife, the controversial comedian who apparently now owns the Annabelle doll. We’re not talking about mascara products when we say that customers responded by …

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 …

E.l.f. Beauty’s profits fell 30% in its fiscal first quarter as new tariffs on Chinese imports begin to impact the cosmetic company’s bottom line. In the three months ended June 30, E.l.f.’s net income fell to $33.3 million, down 30% from $47.6 million a year ago. The company, which sources about 75% of its products from China, also declined to …