5 Shocking Reasons Why Matt Rife's E.l.f. Ad Caused A Massive Boycott And Apology

The "E.l.f.ino & Schmarnes" ad campaign featuring comedian Matt Rife and drag performer Heidi N. Closet, which debuted in August, quickly became one of the most controversial brand partnerships of the year. The campaign, intended to be a satirical take on legal advertisements, immediately faced severe backlash across social media, leading to calls for a boycott of the popular vegan beauty brand, e.l.f. Cosmetics. This controversy, which unfolded rapidly, was not primarily about the ad's content, but rather the decision to partner with Rife following his highly-criticized jokes about domestic violence in his 2023 Netflix special. The fallout was so significant that by late August, e.l.f. Cosmetics was forced to issue a public apology, admitting they "missed the mark" and essentially ending the campaign early. This deep dive, updated for the current date of December 10, 2025, explores the roots of the controversy, the ad's content, the brand's response, and why this partnership ignited such a fierce reaction from a primarily Gen Z and beauty-conscious audience.

Matt Rife: Full Biography and Career Profile

Matthew Steven Rife is an American comedian, actor, and writer who has rapidly risen to fame on social media platforms, particularly TikTok, before gaining mainstream recognition.

• Full Name: Matthew Steven Rife
• Date of Birth: September 10, 1995
• Age (as of 2025): 30
• Birthplace: Columbus, Ohio, U.S.
• Profession: Stand-up Comedian, Actor, Writer, Television Personality
• Career Start: Began performing stand-up comedy at the age of 14 in local venues.
• Early Career Highlights: Appeared on the MTV reality competition series *Wild 'n Out* (2015–2017) and was a regular on the show. He also hosted the MTV show *TRL*.
• Comedy Specials: Self-produced specials include *Only Fans* (2021) and *Matthew Steven Rife* (2023).
• Breakthrough Success: Gained massive popularity on TikTok with viral clips of his crowd work, leading to his major Netflix special, *Natural Selection* (2023).
• Controversy: The *Natural Selection* special sparked widespread criticism for an opening joke about domestic violence, which many critics and viewers labeled as sexist and disrespectful.

The e.l.f. Ad: "E.l.f.ino & Schmarnes" and the Content Breakdown

The ill-fated e.l.f. Cosmetics campaign, titled "E.l.f.ino & Schmarnes," was a legal-themed parody designed to argue against the high cost of competitor's cosmetics. The concept presented Matt Rife and drag queen Heidi N. Closet as a satirical legal duo, ready to fight for the consumer's right to affordable beauty. The ad's intent was clearly satirical, leveraging Rife's massive online following and Heidi N. Closet's drag icon status to create a viral, attention-grabbing piece of content. The campaign, which included a New York City pop-up event, aimed to position e.l.f. as the champion of "clean beauty" at a low price point. The core of the issue, however, was a profound disconnect between the brand's values and the comedian's recent public image. For a brand that heavily markets to Gen Z, a demographic known for its emphasis on social justice, accountability, and inclusivity, partnering with a figure recently embroiled in a controversy over a domestic violence joke was seen as a major misstep. The presence of Heidi N. Closet, a figure celebrated by the LGBTQ+ community, alongside Rife, only amplified the confusion and anger among consumers, making the partnership appear contradictory and opportunistic.

Why the Partnership Caused Immediate and Severe Backlash

The public outrage over the Matt Rife e.l.f. ad was swift and decisive. It can be broken down into five key reasons that fueled the boycott.

1. The Lingering Domestic Violence Joke Controversy

The primary catalyst for the backlash was Matt Rife's opening joke in his 2023 Netflix special, *Natural Selection*, where he told a story involving a woman with a black eye. He asked the audience if they had ever been on a date with a woman with a black eye, suggesting that if the woman could cook, he wouldn't care about the injury. This joke was widely condemned as sexist, misogynistic, and disrespectful to victims of domestic violence. For many, his appearance in the e.l.f. ad was seen as rewarding and normalizing his controversial behavior.

2. The Brand's Target Audience Mismatch

e.l.f. Cosmetics is a cruelty-free, vegan brand with a strong following among younger consumers, particularly Gen Z. This demographic is highly sensitive to corporate accountability and social issues. By aligning with Rife, e.l.f. was perceived as betraying its progressive, inclusive values for the sake of viral marketing, leading to a massive loss of trust. High-profile beauty influencers, such as Nikkietutorials, publicly expressed their disappointment, signaling the depth of the feeling within the beauty community.

3. Accusations of "Rage-Bait Marketing"

The controversy led to speculation that the partnership was a deliberate attempt at "rage-bait marketing"—a strategy where a brand intentionally courts controversy to generate massive attention and discussion, regardless of whether that attention is positive or negative. Critics argued that the brand knew Rife's history and chose to use the ensuing outrage as a way to gain millions of views and mentions, which further angered consumers who felt manipulated.

4. The Silence from Matt Rife

Following the e.l.f. ad's debut and the immediate backlash, Matt Rife did not issue a new, specific apology or statement addressing the controversy surrounding the e.l.f. partnership. His previous response to the *Natural Selection* criticism was a sarcastic link to a website for "special needs" helmets, which only exacerbated the public's negative perception of his lack of accountability. His continued silence on the e.l.f. ad controversy was interpreted as indifference, transferring all the negative sentiment directly onto the cosmetics brand.

5. The Call for a Boycott and Product Disposal

The reaction was not just limited to online comments. Reports surfaced of customers announcing they were boycotting e.l.f. and even throwing away their e.l.f. makeup products. This tangible action demonstrated the severity of the consumer's response, putting immediate financial pressure on the brand to address the situation.

e.l.f. Cosmetics' Official Apology and Resolution

Faced with a full-blown consumer crisis, e.l.f. Cosmetics quickly moved to mitigate the damage. The brand's leadership acknowledged the controversy and issued a formal statement. The e.l.f. Global Chief Marketing Officer, Kory Marchisotto, publicly addressed the backlash, stating that the company "missed the mark" with the campaign. The brand's statement acknowledged the mistake, specifically referencing the comedian's controversial past. The apology was seen as an attempt to reconnect with their core audience and reaffirm their commitment to their values. The brand’s quick action, including the effective termination of the "E.l.f.ino & Schmarnes" campaign, was a clear signal that the cost of the controversy outweighed the potential benefits of the viral marketing strategy. In the end, the Matt Rife e.l.f. ad serves as a powerful case study in modern marketing, demonstrating the critical importance of vetting celebrity partners for alignment with a brand's core values and the heightened demand for social responsibility from today's consumers. The incident confirmed that for a major beauty brand, especially one popular with Gen Z, a history of controversial content can quickly turn a viral marketing opportunity into a PR disaster.