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E.L.F. Cosmetics Faces Backlash Over Matt Rife Ad

8/14/2025

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Summary

Story summary

E.L.F. Cosmetics is criticized for featuring comedian Matt Rife in an ad campaign due to his past domestic violence joke.
Rife's controversial remark during a Netflix special has led to public outrage.
Social media users question the brand's decision, citing a disconnect between Rife's humor and its female audience.

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Story summary

E.L.F. Cosmetics is criticized for featuring comedian Matt Rife in an ad campaign due to his past domestic violence joke.
Rife's controversial remark during a Netflix special has led to public outrage.
Social media users question the brand's decision, citing a disconnect between Rife's humor and its female audience.