In a world where cancel culture continues to dictate who’s “allowed” to work, one beauty brand has come under fire for refusing to play by the rules. E.L.F. Cosmetics, known for its affordable, high-quality makeup, is being criticized by online activists for its inclusion of comedian Matt Rife in its latest campaign. The controversy, however, says more about the online mob than it does about Rife or E.L.F.
On August 11, E.L.F. (Eyes, Lips, Face) Cosmetics debuted a new advertisement starring Rife and drag queen Heidi N Closet, portraying quirky lawyers “Schmarnes” and “e.l.f.ino,” respectively. The ad, a continuation of the brand’s 2024 Super Bowl commercial, satirically takes viewers into a courtroom drama centered around fighting overpriced beauty products. It’s a fun, bold campaign that stays true to the company’s mission of delivering “beauty justice” to every “eye, lip, and face.”
“For 21 years e.l.f. has been making the best of beauty accessible to every eye, lip and face,” said Kory Marchisotto, E.L.F.’s Chief Marketing Officer. “From ‘Cosmetic Criminals’ to ‘Judge Beauty’ to the law offices of ‘e.l.f.ino and schmarnes’, we stand with our community in favor of beauty justice. Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That’s the e.l.f.ing way.”
While the ad was intended to promote inclusivity and affordability, critics immediately latched onto Rife’s involvement, citing a joke he made in his 2023 Netflix special Natural Selection. In the special, Rife recalled an incident where a waitress had a visible black eye. The punchline? “Yeah, but I feel like if she could cook, she wouldn’t have that black eye.” The remark, clearly intended to shock, was denounced by some as making light of domestic violence.
Rather than offer a groveling apology, Rife responded with a tongue-in-cheek Instagram story linking to a site selling helmets for individuals with special needs—an obvious jab at the outrage brigade. This only escalated the backlash.
To be clear, Rife is known for his irreverent jokes about taboo subjects including disabilities, cancer, race, religion, to name a few. In fact, his fans are overwhelmingly people with disabilities, cancer, etc.. who appreciate his ability to make them laugh about life’s serious circumstances. His delivery makes him likeable. He conveys compassion and a skill for the difficult art of interactive audience comedy. In his field, he is an exceptional talent. If you don’t like crude humor, you should definitely stay home.
Now, after the release of the E.L.F. ad, Rife’s critics are back in full force. Social media was quickly flooded with outraged comments accusing the brand of promoting someone who “jokes about abuse.” Influencers, including major names like NikkieTutorials, expressed their disappointment, while others called for boycotts and accused E.L.F. of prioritizing shock value over “compassion.”
One user wrote, “Well I guess E.L.F. is off my approved makeup list.” Another fumed, “You could have picked hundreds of other comedians… someone who would be a positive role model.” Even drag and beauty influencers, typically supportive of progressive messaging, weighed in harshly. The makeup account @kristians_makeup commented, “Just cuz u got a drag QUEEN in the mix DOES NOT MEAN ITS A GREEN LIGHT FOR MATT RIFE??!?”
But here’s the bigger question: When did edgy humor become a fireable offense?
Rife, despite being a target of woke outrage, is undeniably popular. His comedy specials have raked in millions of views, and his live shows regularly sell out. He represents a growing shift in entertainment—audiences, especially younger and more independent-minded ones, are tiring of the outrage cycle and censorship. They want comedy that pushes boundaries, not sanitized content pre-approved by Twitter activists.
E.L.F., to its credit, hasn’t backed down—yet. In fact, the campaign continues to run across platforms, despite the noise. The company clearly aimed to embrace a mix of personalities in its ad—pairing Rife’s edgy wit with Heidi N Closet’s flamboyant charm to show that beauty is for everyone, not just the squeaky-clean elite.
Yes, the backlash is loud, but it’s largely confined to social media echo chambers. In the real world, consumers are smart enough to separate a controversial joke from a brand’s commitment to quality and inclusivity. At the end of the day, E.L.F.’s mission remains the same: making high-performance makeup accessible without compromising on price or values.
And maybe that’s the real “beauty justice” the company is defending—the freedom to feature talent that doesn’t conform to the hyper-sensitive standards of online mobs.
If E.L.F. sticks to its principles and refuses to cave to cancel culture, it may just win even more loyal fans—those tired of seeing every edgy remark turned into a career death sentence.
