E.l.f. Cosmetics issues statement after Matt Rife ad ignites backlash

A recent e.l.f. Cosmetics ad featuring comedian Matt Rife has ignited controversy due to his past comments on domestic violence, which many found offensive. e.l.f. responded to the backlash by acknowledging their misstep in humor and emphasizing their intent to spotlight “beauty injustice,” but some critics felt the apology was insufficient.

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