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 ...

Sydney Sweeney just broke her social media silence with behind-the-scenes photos from her new crime thriller Americana but instead of excitement, the post ignited fresh backlash. Unfollows are surging ...

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, ...

A recent e.l.f. Cosmetics ad featuring Matt Rife and Heidi N Closet has sparked controversy online due to the comedian’s past ...

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?

E.l.f. Cosmetics heard the backlash surrounding their campaign with Matt Rife and responded. “You know us, we’re always ...

Cosmetics company e.l.f. issued an apology and appeared to end its ad campaign with Matt Rife after online outrage over comedian's past humor about domestic violence.