On Aug. 11, 2025, Matt Rife was featured as “Schmarnes” in e.l.f Cosmetics ad, “The Law Offices of e.l.f.ino and Schmarnes,” alongside drag queen, Heidi N Closet. Just days later, after discovering the ad, social media users were thrown into outrage.
E.l.f. Cosmetics is a brand that was launched in June 2004, and they have been known for their low prices, even nostalgically featured in Dollar Tree.
Recently, media users have been coming online to complain about the skyrocketing prices when e.l.f came out on Instagram stating, “Starting August 1st, our prices will go up by $1.” With many complaints, e.l.f came out with their infamous ad.
E.l.f Cosmetics is also known for its DEI– Diversity, Equity, Inclusivity- initiatives. The brand has come out with many women’s rights movements, LGBTQIA+ sponsorships, and has a policy opposing discrimination. So, why put a comedian who has made numerous controversial stage jokes, going against what the company stands for, in an ad?
Matt Rife is an American comedian and actor, who is known for his very problematic statements. Matt has been quoted for his punchline, “Yeah, but I feel like if she could cook, she wouldn’t have that black eye,” stated when he noticed their waitress had a black eye, as his friend stated, “I think she should be in the kitchen to hide her black eye.”
Rife soon came out with an apology, commenting, “Domestic violence is a serious matter and not a joke.”
Rife is also famously known for his Instagram post, “If you’ve ever been offended by a joke I’ve told… here’s a link to my official apology.” This said link led users to a website selling helmets for special needs children.
People worldwide took such a “joke” personally as it was full blown mockery.
Many users online are disappointed in a long loved brand, as e.l.f Cosmetics has continued to go downhill though many people have mixed opinions about the situation.
Remy Whitesell, a Godwin senior stated, “When there’s a comedian, there are two sides to it; stage personality and what he actually believes in. I think that what he says to the public shouldn’t be taken seriously. Every comedian has this issue.”
Midlothian student Mosley commented, “So what if he’s a comedian? There’s a million jokes he could make besides domestic abuse and being misogynistic. He needs to leave his career if he cannot make real jokes that actually make people laugh.”
E.l.f. Cosmetics came out with an apology stating, “You know us, we’re always listening and we’ve heard you. This campaign aimed humorously at spotlight beauty injustice. We understand we missed the mark with people we care about, our e.l.f community. While e.l.f.ino & Schmarnes closes today, we’ll continue to make the case against over-priced beauty.”
Many fans still feel as if e.l.f has no intentions of truly changing, and are now calling a boycott by no longer buying products.
E.l.f Ad Campaign Controversy Inflames Fanbase
