E.L.F. Cosmetics slammed for hiring controversial comedian Matt Rife in new ad

Core Viewpoint - E.L.F. Cosmetics faces backlash for featuring controversial comedian Matt Rife in its latest advertisement, which aims to promote beauty justice while defending against overpriced beauty products [1][4][7]. Group 1: Advertisement Details - The new ad, released on August 11, features drag queen Heidi N Closet as "e.l.f.ino" and comedian Matt Rife as "schmarnes" [1][2]. - The advertisement is part of a legal-themed campaign that builds on a previous Superbowl 2024 campaign [1][2]. Group 2: Company Statement - Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, emphasized the brand's commitment to making beauty accessible and standing with the community for beauty justice [2][4]. - The company promotes "high quality beauty without compromise" in its messaging [4]. Group 3: Public Reaction - Many consumers expressed disappointment over Rife's inclusion due to his past controversial joke about domestic violence in his 2023 Netflix special [4][5]. - Social media users criticized the brand for not choosing a comedian who aligns better with positive values and for potentially disrespecting women [7][9][12]. - Some customers stated they would no longer support E.L.F. Cosmetics due to this decision, highlighting a disconnect between the brand and its audience [11][13].