Backlash Against Matt Rife’s New Cosmetic Campaign
Comedian Matt Rife’s latest advertising campaign for Elf cosmetics is facing criticism online. The ad, which debuted recently, features Rife alongside RuPaul’s Drag Race stars in a spoof legal commercial promoting the affordable makeup brand.
While the ad aims for humor, many social media users expressed discomfort, linking it to Rife’s past jokes, particularly one involving domestic violence from a 2023 comedy special. Comments flooded in, probing whether Rife was the right choice for the endorsement. One user questioned, “Did you have a budget for comedians who weren’t joking about abuse?”
The backlash really exploded when Rife’s previous comments from his special “Natural Selection” resurfaced for scrutiny. In one segment, he joked about a server with dark eyes at a restaurant, suggesting that if she could cook, she wouldn’t have that look. This prompted users to call out the insensitivity of such remarks.
In response to the criticism, Rife issued a statement suggesting there was a link for an “apology” for any offense taken, which led to confusion as it directed people to a site selling helmets for special needs. The internet made quick work of this, with influencers like “kristians_makeup” garnering attention for their critiques.
Moreover, just days after Rife’s ad launch, actress Sidney Sweeney faced her own backlash for an American Eagle campaign that drew flak for seemingly perpetuating genetic stereotypes. The phrase “Sidney Sweeney has great jeans” was interpreted by some as having links to outdated and offensive notions.
Another celebrity facing scrutiny recently is Gavin Casalegno, who appeared in a Dunkin’ Donuts ad crediting his summer glow to his “genetics.” Such ads have drawn fire on platforms like TikTok, where users are quick to connect them to a broader narrative around body image and representation.
As for Rife and Elf, neither has publicly addressed the backlash yet, leaving many wondering how long this controversy will linger in the spotlight.
