- by foxnews
- 17 Aug 2025
Make-up brand apologizes for ad featuring comedian who made controversial joke two years ago
Cosmetics company e.l.f. issued an apology and appeared to end its ad campaign with Matt Rife after online outrage over comedian's past humor about domestic violence.
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After the brand published the ad on social media platforms earlier this week, online users, including prominent make-up influencers, ripped e.l.f. for using Rife, who made an unpopular joke about domestic violence in 2023. The brand responded with an apology.
"While e.l.f.ino & schmarness closes today, we'll continue to make the case against overpriced beauty (red heart emoji)," e.l.f. continued, suggesting they're done with Rife being part of the ad campaign.
The make-up brand's controversial ad featured Rife and drag queen "Heidi N Closet" as "E.l.f.ino & Schmarnes," a spoof lawyer duo in a legal commercial fighting for consumers' rights to inexpensive cosmetic products.
The ad, published across major social media platforms, generated outrage among online users, particularly on Instagram and TikTok.
"You didn't have the budget for a comedian who doesn't joke about abuse?" one user asked on the Instagram post.
"Nikkietutorials," a cosmetics influencer with almost 9 million followers on TikTok, commented, "aaaaaaandddd you lost me... Matt Rife out of ALL people?
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Now California joins New York, Nevada, Florida, Hawaii, Oregon, and North Carolina has been significantly impacted by the downturn of tourism brought about due to a combination of factors. International and domestic visitors now have to deal with rising travel costs and skyrocketing airfare and accommodation prices. Further, safety concerns, negative perceptions, and traveling to the US are costs in and of themselves. Strict immigration policies are making it more difficult for foreign visitors to acquire travel visas which, compounded with the long-standing effects of the COVID-19 pandemic, are fundamentally altering travel behavior and the public’s overall perception of travel. These realities have led to a marked decline in most tourism hot spots.
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