- E.L.F. Cosmetics issued an apology after facing widespread criticism for featuring controversial comedian Matt Rife in a recent advertisement.
- Rife has previously drawn backlash for a joke about domestic violence made in his 2023 Netflix special, which many labelled as sexist and disrespectful.
- Social media users condemned E.L.F. for partnering with Rife, particularly for a campaign aimed at women, citing his controversial past.
- In their apology, E.L.F. stated they missed the mark with their community and announced the closure of the specific campaign featuring Rife.
- Rife previously responded to the domestic violence joke controversy by directing offended individuals to a website selling helmets for people with special needs, and later claimed victims supported him.
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