The encyclopedia · Marketing & Brand · Marketing decision · 2025
E.l.f. Cosmetics partnered with a comedian known for abuse jokes — and apologized
E.l.f. Cosmetics launched a campaign with comedian Matt Rife, whose domestic violence joke history clashed with its inclusive brand — forcing an apology.
E.l.f. Cosmetics · 2025-08
What happened
In August 2025, E.l.f. Cosmetics launched a new campaign featuring comedian Matt Rife, best known for his stand-up specials and growing social media presence. The campaign included Rife appearing alongside drag star Heidi N'Closet in a courtroom-themed ad concept that aimed to 'humorously spotlight beauty injustice.'
The choice of Matt Rife immediately drew criticism. Rife had been widely criticised for jokes about domestic violence against women, including material that made light of abuse. For a brand like E.l.f., which had built its image around inclusivity, self-expression, and progressive values, the partnership felt like a fundamental contradiction.
E.l.f. responded to the backlash with a statement on Instagram: 'We understand we missed the mark with people we care about in our e.l.f. Community.' The company acknowledged the misalignment between Rife's public persona and the brand's values, but the apology itself was seen by critics as insufficient and reactive, coming only after the backlash had already spread.
Why it happened
- Partnering with a comedian known for domestic violence jokes was a fundamental misalignment for a brand built on inclusivity — basic influencer vetting should have caught this.
- The campaign team prioritised Matt Rife's follower count over his controversy history, choosing reach over brand safety.
- A courtroom-themed creative concept that might have worked with another talent made the contradiction glaring: a brand for women's empowerment using an abuser's joke fame.
The lesson
A creator's follower count does not cancel their controversy history. Influencer vetting must prioritise values alignment over reach for brands that depend on trust with a progressive audience.
Aftermath
E.l.f. issued an apologetic statement acknowledging the mistake. The campaign continued but was widely seen as a misstep. The controversy added to a broader conversation in 2025 about beauty brands' responsibility in choosing influencer partners whose values match their own marketing narratives.
Sources
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