Make-up brand apologizes for ad featuring comedian who made controversial joke two years ago

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?