In early August, e.l.f. Cosmetics rolled out a bold new ad campaign that was meant to be funny, nostalgic, and fresh. Dubbed “The Law Offices of e.l.f.ino & Schmarnes,” the campaign starred comedian Matt Rife and drag performer Heidi N Closet, casting them as quirky “beauty attorneys” fighting overpriced beauty products
It was a playful nod to those over-the-top legal commercials from the early 2000s wit, sharp costumes, and humor all rolled into one. Fans even got to dial a “hotline” (1-855-COLD-HARD-LASH) for beauty grievances, and a pop-up event in New York City on August 13 added a fun, in-person twist
But the campaign didn’t land as expected. Almost immediately, beauty influencers and consumers criticized the brand’s decision to feature Rife. Many pointed to a joke he made in his 2023 Netflix special, Natural Selection, where he quipped about a waitress with a black eye “If she could cook, she wouldn’t have that black eye”
The joke sparked outrage for its insensitivity toward domestic violence.
What added fuel to the fire was Rife’s so-called apology: an Instagram Story linking to a site selling medical helmets seen by many as dismissive and tone-deaf.
Social media lit up. Influencers like NikkieTutorials expressed disbelief: “aaaaaaandddd you lost me… Matt Rife out of ALL people? so disappointed.” Others said, “I refuse to support a brand that platforms a man that thinks domestic violence is funny”
By August 13–14, e.l.f. Cosmetics issued a public apology on Instagram, saying, “You know us, we’re always listening… this campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. community.” They also announced that the “e.l.f.ino & Schmarnes” campaign would be closing that day.
However, critics noted the apology felt incomplete, especially since the original ad remained online and there was no follow-through action announced, like donations to support domestic violence survivors.
Why This Felt So Out of Step?
This misstep stands out because e.l.f. has built a reputation on inclusive, socially conscious messaging. The brand’s past campaigns featured Jennifer Coolidge in its Super Bowl debut, backed astronaut Amanda Nguyen’s all-female spaceflight, and recently became the first beauty sponsor of the National Women’s Soccer League.
Partnering with a comedian known for insensitive jokes about women seemed disconnected from that legacy especially, given that much of e.l.f.’s core audience is young women and Gen Z consumers.
In beauty, as in life, perception isn’t just about what’s said, it’s about what’s reflected.
No matter how clever a campaign concept seems, the choices of who represents your brand matter. For e.l.f., the backlash wasn’t just about a joke, it was about a gap between their stated values and the actions they took. And for their audience, words alone weren’t enough.
