News

Matt Rife Takes on Beauty Crimes with Heidi N' Closet in Nostalgic e.l.f. Cosmetics Spot: 'Brought Me Back' (Exclusive)

E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...

Makeup Brand Releases Statement On Matt Rife Ad Backlash, And Many Critics Aren't Happy

There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief ...

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

In a commercial posted to e.l.f.’s YouTube page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” ...

e.l.f. Cosmetics’ Latest Campaign Takes Expensive Makeup To Court

Cosmetics' new legal-inspired commercial, 'The Law Offices of e.l.f.ino & Schmarnes,' stars comedian Matt Rife and drag icon ...
Marketing Week2d

Elf admits its use of domestic abuse comedian ‘missed the mark’ after brand backlash

The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the ...

E.L.F. Cosmetics Is Trying to Make Up With Its Customers

The campaign also included by an August 13 pop-up that was designed to channel the ad and look like the inside of a courthouse. The event — which teased an appearance from Heidi N Closet in character ...
Star Observer2d

Heidi N Closet Slammed For New e.l.f. Ad With Controversial Comedian

RuPaul's Drag Race's, Heidi N Closet, is facing backlash after starring in an ad campaign for e.l.f. cosmetics alongside ...