Makeup brand e.lf. cosmetics has been slammed for its ad starring a comedian who has previously joked about domestic abuse.

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign.

The Oakland beauty brand says the campaign "missed the mark" but stands by its entertainment-driven marketing approach.

From Elf’s use of controversial comedian Matt Rife in its latest campaign to Gousto’s shift to sustainable growth, it’s been ...

In response to the backlash, Rife shared an Instagram story with a link that he said was his “official apology,” NBC News ...

The make-up brand has ended its ‘e.l.f.ino & Schmarnes’  legal-themed campaign which features comedian Matt Rife after being ...

E.L.F. Cosmetics is facing criticism after unexpectedly featuring comedian Matt Rife in its latest ad campaign – a move many online are calling "random" and "tone-deaf" in light of his past ...

On Monday, the brand dropped its latest ad. It featured Drag Race royalty Heidi N Closet alongside controversial comedian, ...

Makeup brand e.l.f. Cosmetics and Skincare, the company behind all of your favourite drug store dupes, has apologised for an ...

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

Did nobody sit there and say, ‘Hey, in 2025, when there is an absolute epidemic of violence against women, let’s not choose to have the face of our campaign be a man who jokes about domestic violence?

Kory Marchisotto, global chief marketing officer of E.l.f. Beauty, told the Business of Fashion that the company chose Rife ...