A popular budget beauty brand has responded after it came under fire for featuring a comedian who joked about domestic violence in its latest campaign.

Kory Marchisotto, global chief marketing officer of E.l.f. Beauty, told the Business of Fashion that the company chose Rife because his TikTok followers are 80% female and 75% are under the age of 34, which overlaps with the brand's target audience of Gen Z women.

C ompanies are really just making mistakes left and right with their marketing anymore. E.l.f Cosmetics, an affordable and well respected make-up brand, decided to partner with a man who has made jokes about women and domestic violence. Like, how is that a “good fit” for you?