“I refuse to support a brand that platforms a man that thinks domestic violence is funny.”

Cosmetics model e.l.f. releases a business with controversial comic Matt Rife, sparking debate concerning the model’s audience.

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Why was Matt Rife in an e.l.f. business?

In a business posted to e.l.f.’s YouTube web page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” has harm their wallets. The drugstore make-up model is well-known for its high-quality and reasonably priced merchandise.

He acts alongside drag performer Heidi N Closet, who performs the fictional lawyer “e.l.f.ino,” whereas Rife performs “schmarnes.” It’s clearly a riff on Cellino & Barnes, two harm attorneys whose commercials have been well-liked within the early 2000s.

“I know a thing or two about red flags. And pricey makeup? You deserve better than that,” Rife says within the clip.

The business concludes with Rife telling viewers to name “1-855-COLD-HARD-LASH” as a promo of the model’s Incredi-Curl Curling & Volumizing Mascara.

Why did Rife star in it? The closest to a solution comes from a press launch by e.l.f. A quote attributed to Rife says, “The whole campaign cracked me up—Heidi and I had the best time creating it—and it resonates. I grew up seeing those over-the-top law firm ads, so getting to parody one while backing a brand that actually delivers? That’s a case I’ll always take.”

What did viewers consider his cameo?

Shortly after the business airs, viewers share their disgust with Rife’s inclusion within the marketing campaign.

Many observe Rife’s prior accusations of secretly courting a number of girls and making domestic violence jokes throughout comedy units. Several query why a model that markets primarily to girls would come with him in a marketing campaign.

“Ew, ELF hired Matt Rife?!? Did they think we forgot about how awful he is,” one commenter writes.

“@elfcosmetics working with a man like Matt Rife, who is extremely misogynistic and sexist, when their primary demographic is women?” an X consumer asks.

so like, why is @elfcosmetics working with a person like matt rife who’s extraordinarily misogynistic and sexist when their main demographic is girls? pic.twitter.com/uaniH5waHk

— tori 🏎️💨🧱 TS12!!!!!! (@f1cleclercs) August 11, 2025

“There’s no reason to have Rife here. He doesn’t like women, he sure shouldn’t be in an ad….. targeted for women,” one other says.

On Reddit, some customers speculate that the model deliberately tries to gas outrage to attract consideration to their merchandise.

“Literally just watched a video about e.l.f. and some of their weird or random marketing.. the fake ‘cruelty free ad’ apology thing? I guess they are doubling down on the conservative-coded poking fun at real-life issues and pandering to anti-woke ‘cancel culture’ type people for marketing,” one suggests.

“Oh, they’re getting on the outrage marketing train. Bye e.l.f.,” one other commenter remarks.

@chelsfriz1 Replying to @Spooky Mom ♬ unique sound – Chelsfriz

Others say they are going to not buy e.l.f. merchandise following the marketing campaign.

“Really? Matt Rife? This is so disappointing. Goodbye e.l.f., it was a good ride but I refuse to support a brand that platforms a man that thinks domestic violence is funny,” one says.

“So e.l.f. cosmetics wants to cancel themselves. Fine, goodbye. At this point, all people need is one reason and we’re gone,” one other writes.

“Yeah, this is gross, I’m out,” a 3rd provides.

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