Fierce backlash to Matt Rife ad campaign left makeup company 'very surprised,' admits brand executive

One executive for makeup brand e.l.f. is trying to turn down the social media temperature after her company’s latest ad sparked outrage among users for starring stand-up comic Matt Rife. In an ... Read More

Why are people mad at E.l.f. Beauty? The Matt Rife controversy, explained

In a new ad campaign for E.l.f. Beauty, Matt Rife stars alongside drag performer Heidi N. Closet as fictional personal injury lawyers “E.l.f.ino & Schmarnes.” The brand may have been hoping the ... Read More

Make-up brand apologizes for ad featuring comedian who made controversial joke two years ago

Cosmetics brand e.l.f. apologized on Wednesday after social media users slammed it for using stand-up comic Matt Rife in a recent ad. After the brand published the ad on social media platforms earlier ... Read More

Why Is e.l.f. Beauty (ELF) Stock Soaring Today

What Happened? Shares of cosmetics company e.l.f. Beauty (NYSE:ELF) jumped 5.1% in the morning session after a series of positive developments for the company. Its e.l.f. Cosmetics brand announced a ... Read More

E.l.f. Cosmetics Issues Statement After Matt Rife Ad Ignites Backlash. What Happened?

A recent e.l.f. Cosmetics ad featuring Matt Rife has sparked controversy online due to the comedian’s contentious past. In the beauty brand's new commercial, Rife and drag queen Heidi N Closet star as ... Read More