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 ...

Days after E.l.f. Cosmetics sparked controversy with their latest campaign starring Matt Rife, the beauty company issued a ...

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 ...

Controversial comedian Matt Rife seems like he's trying not to let the E.L.F. campaign backlash get to him with his recent ...

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?

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.