The cosmetics brand e.l.f. has spoken out after receiving backlash over its recent ad, which features comedian Matt Rife, a celebrity criticized for joking about domestic violence.

The ad, which debuted on Aug. 10, stars Rife, who plays a fictional injury lawyer, “e.l.f.ino” alongside his partner “Schmarnes,” depicted by drag performer Heidi N Closet. According to e.l.f.’s press release , the campaign was meant to be a humorous take on high-priced beauty products.

“Hey, girl. Has over-priced beauty hurt your wallet?” Rife says in the parody. “I know a thing or two about red flags. And pricey makeup? You deserve better than that.”

After watching the ad, viewers quickly brought up Rife’s history of misogynistic bits from his 2023 Netflix special “Matt Rife: Natural Selection,” where at

See Full Page