5 Shocking Reasons Why The Matt Rife E.l.f. Ad Sparked A Massive Boycott And Apology

The beauty industry was rocked by a major controversy surrounding a partnership between e.l.f. Cosmetics and comedian Matt Rife, an issue that came to a head in late 2023 and early 2024. The seemingly innocent collaboration quickly devolved into a public relations crisis, forcing the affordable makeup brand to issue a swift and dramatic apology to its core audience.

As of December 18, 2025, the fallout from the "e.l.f.ino & Schmarnes" campaign continues to be a case study in celebrity endorsement risks. The decision to feature Rife, who was already facing intense scrutiny for controversial material in his Netflix special, led to immediate and widespread backlash that the company was clearly unprepared for.

Matt Rife: Biography, Career Milestones, and Recent Controversies

Matthew Steven Rife is an American stand-up comedian, actor, and writer whose meteoric rise to fame was propelled by his magnetic stage presence and viral social media clips. However, his recent professional trajectory has been significantly defined by polarizing jokes and public feuds.

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• Full Name: Matthew Steven Rife
• Date of Birth: September 10, 1995
• Place of Birth: Columbus, Ohio, USA
• Height: 6 ft (183 cm)
• Career Start: Rife began performing stand-up comedy at the age of 15.
• Major Milestones:
  • Appeared on the MTV comedy competition show Wild 'n Out.
  • Released his self-produced comedy specials, including Only Fans (2021) and Matthew Steven Rife (2023).
  • Launched his 2023 world tour, "The Problematic Tour."
  • Released his highly anticipated Netflix special, Natural Selection, in November 2023.
• Key Controversy: Rife faced massive public criticism for an opening joke in his Natural Selection Netflix special that referenced domestic violence, which many critics deemed misogynistic and insensitive.

The "e.l.f.ino & Schmarnes" Ad: What Went Wrong

The core concept of the e.l.f. Cosmetics advertisement was a legal-themed parody called "The Law Offices of e.l.f.ino & Schmarnes: Affordable Beauty Attorneys." The campaign was designed to argue against overpriced cosmetics, a message that aligns with e.l.f.'s brand positioning as an affordable beauty giant.

The commercial featured Matt Rife alongside drag superstar Heidi N’ Closet, known for her appearance on RuPaul's Drag Race. The duo played fictional personal injury lawyers fighting "beauty injury," with Rife taking on the role of "e.l.f.ino."

While the pairing of a mainstream comedian and a respected drag artist was intended to be a viral, inclusive, and humorous marketing move, the timing of the ad's release was disastrous. The campaign launched shortly after the widespread controversy surrounding Rife’s domestic violence joke from his Netflix special, *Natural Selection*, had reached its peak.

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The public reaction was immediate and overwhelmingly negative. Fans of e.l.f., a brand historically known for its progressive, inclusive, and female-centric marketing, were furious. They saw the collaboration as a direct contradiction of the brand's values, essentially aligning the company with a figure who had recently mocked a serious issue affecting women.

The Five Key Reasons Behind the Massive Backlash and Boycott

The controversy was not just about a bad joke; it was a perfect storm of misaligned values, poor timing, and a perceived betrayal of the brand's core audience. Here are the five critical factors that fueled the widespread boycott and forced e.l.f.'s public apology.

1. The Domestic Violence Joke Controversy

This was the single most significant factor. Rife's opening joke in *Natural Selection* involved a hostess with a black eye, which he used as a punchline, suggesting that women should "know how to cook." This joke ignited a massive social media firestorm, with critics accusing Rife of misogyny and insensitivity toward victims of domestic violence. Featuring him in an ad for a beauty brand, whose primary consumer base is women, was seen as a blatant disregard for the audience's concerns.

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2. Perceived Betrayal of e.l.f.'s Core Values

e.l.f. Cosmetics has built a strong brand identity around affordability, inclusivity, and empowerment. They are a favorite among Gen Z and millennial consumers who prioritize social consciousness in their purchasing decisions. Partnering with a comedian facing intense criticism for a joke about violence against women was viewed as a hypocritical move, prioritizing viral buzz over their stated ethical values. Many customers felt the brand had sold out.

3. Matt Rife's "Apology" Stunt

Adding fuel to the fire was Rife’s initial response to the *Natural Selection* backlash. Instead of a sincere apology, he posted a link on his Instagram story to a website selling helmets for people with special needs, with the caption: "If you've ever been offended by a joke I've told, here's a link to my official apology." This sarcastic and dismissive reaction further alienated critics and solidified the perception that he was unapologetic and insensitive, making e.l.f.'s association with him even more toxic.

4. The Involvement of Heidi N' Closet

The ad also featured beloved drag queen Heidi N' Closet, a figure celebrated within the LGBTQ+ community and by many of e.l.f.'s socially conscious fans. Her involvement led to secondary criticism and calls for a boycott, with many fans disappointed that she would participate in a campaign alongside Rife. This complicated the narrative, as the ad itself was trying to be inclusive, yet the co-star choice undermined its intent and divided the audience.

5. The Swift and Decisive Customer Boycotts

Social media platforms, particularly TikTok and X (formerly Twitter), were flooded with calls for a boycott of e.l.f. Cosmetics. Consumers posted videos of themselves throwing out e.l.f. products or pledging to switch to rival beauty brands. The backlash was so immediate and impactful that the brand’s Chief Marketing Officer (CMO) had to issue a statement acknowledging the criticism, admitting they "missed the mark," and confirming the campaign was being pulled.

e.l.f. Cosmetics' Response and the Future of Celebrity Endorsements

Facing a torrent of negative commentary and the threat of long-term damage to its reputation, e.l.f. Cosmetics acted quickly to salvage the situation. The company issued a public apology across its social media channels, stating that they are "always listening" to their audience and acknowledging that the campaign "missed the mark."

Crucially, e.l.f. Cosmetics confirmed that the "e.l.f.ino & Schmarnes" campaign was effectively ended. This swift action demonstrated that the brand valued its customer base and their ethical concerns over the potential viral reach of the controversial comedian. The company’s CMO later expressed surprise at the intensity of the reaction, suggesting a disconnect between the brand's marketing team and the current cultural climate surrounding cancel culture and accountability.

The Matt Rife e.l.f. ad serves as a powerful cautionary tale for the beauty and marketing industries. It highlights the growing risk of partnering with "problematic" celebrities, where the potential for a viral moment is often outweighed by the possibility of a massive brand crisis. For consumers, the successful boycott demonstrated the significant power of collective action in holding major corporations accountable for their celebrity endorsement choices and ensuring that brand values are more than just marketing slogans.