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International Business Times UK

Entertainment

Chelsie Napiza

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

Matt Rife domestic violence ELF Heidi N Closet Instagram Elf Cosmetics TikTok

Matt Rife stars on recent e.l.f advertisement. (Credit: Instagram: elfcosmetics)

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.

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