What is the Matt Rife Controversy? The Domestic Violence Joke He Made Before Beauty Brand e.l.f. Hired Him

A shockwave of backlash engulfed e.l.f. Cosmetics on casting Matt Rife, who is known for a controversial domestic-violence joke, as the face of their latest campaign.

e.l.f. Cosmetics, long celebrated for its inclusive, socially conscious branding, unveiled a tongue-in-cheek ad campaign on 10 August 2025 that featured comedian Rife and drag artist Heidi N Closet as spoof "beauty attorneys" combating overpriced make-up products.

Rife's extensive Gen-Z female following, reportedly 80 per cent of his TikTok audience, helped secure the brand's choice, according to e.l.f.'s marketing chief.

When Did it Become Okay to Joke About Domestic Violence?

In his 2023 Netflix special Natural Selection, Rife opened with a joke referencing a waitress with a black eye, 'If she could cook, she wouldn't have that black eye.'

He then chillingly added, 'I figure we start the show with domestic violence, the rest of the show should be pretty smooth sailing.'

The joke sparked immediate condemnation, particularly from female audiences and advocates against domestic abuse. Many called it dismissive and distasteful.

Rife's so-called 'apology' added insult to injury when he posted an Instagram Story directing offended followers to a site selling special-needs helmets, which critics deemed not only tone-deaf but offensively mocking.

From Laughs to Lawsuits–Style Ads

The new e.l.f. ad, launched on 10 August 2025, parodied early-2000s legal commercials. Rife and Heidi N Closet starred as 'attorneys' in 'The Law Offices of e.l.f.ino & Schmarnes', fighting beauty injustice and overpriced make-up.

Viewers immediately questioned why someone associated with a domestic-violence joke would be chosen to front a brand whose core audience includes women and LGBTQ+ communities.

Backlash and Apology

Social media users, beauty influencers and survivors alike voiced outrage:

'Matt Rife? The guy who jokes about DV? In an ad targeted to women? That's, um. A choice.'

'You didn't have the budget for a comedian who doesn't joke about abuse?'

Amid mounting criticism, e.l.f. issued an apology via Instagram on 13 August 2025, stating: 'You know us, we're always listening and we've heard you... we understand we missed the mark...'

Kory Marchisotto, e.l.f.'s global chief marketing officer, expressed surprise at the backlash, emphasising a disconnect between their intention and public reception. However, the ad remained on their social platforms as of 18 August, which frustrated many who felt it contradicted the apology.

A Marketing Mishap

e.l.f. sought to harness Rife's viral appeal and clearly believed his audience overlap could boost reach. But strategy overshadowed substance; the brand neglected to foresee how Rife's prior controversies would alienate its values-driven customer base.

The choice highlights a broader problem in influencer marketing: chasing clicks and cultural buzz without evaluating whether a partner aligns with a brand's identity. For a company that has long marketed itself as inclusive, empowering and pro-women, the decision to spotlight a comedian infamous for trivializing domestic violence feels tone-deaf at best, hypocritical at worst.

Instead of opening new doors to Gen Z consumers, the partnership risks eroding e.l.f.'s credibility and long-established reputation.

Lesson Learned?

e.l.f.'s ambition to create a playful yet viral ad misfired spectacularly. By choosing Rife, whose comedic misstep trivialised domestic abuse, they risked their brand image and undermined trust among their most loyal consumers.

This episode stands as a stark reminder: influencer marketing must align with brand ethics. No amount of followers or cultural capital should eclipse respect for core values, especially not in industries that champion empowerment and inclusivity.