This season of ad campaigns has sparked a viral wave of controversies across the internet, with TikToks popping up left and right, adding their take on each campaign. However, one campaign has not only left viewers angry but also confused. E.l.f. Cosmetics’ latest ad dropped on August 11, featuring an interesting duo: Drag Queen Heidi N Closet and Comedian and internet star Matt Rife. The brand, of course, appeals mainly to women, but it featured one of the most controversial male figures on the internet, which unsurprisingly left its target audience of women baffled. The steps that the E.l.f. Cosmetics team continued to take, even after they received hate online, perpetuating this wave of confusion as a brand known for being inclusive and supportive of women. Why would E.l.f. produce an ad with someone who many believe does not share the same sentiment?
The ad was set in a law firm with the two social lights playing the role of lawyers. USA Today reported that, “Rife and Closet act as ‘affordable beauty attorneys’ who have gone to E.L.F. court for millions of clients, helping them to access beauty products they deserve at prices that won’t injure their livelihoods.” Playing on the brand’s most marketable features, its affordability and its quality, they thought the ad would be well received, but that’s not at all what happened. Aside from the fact that the Rife was featured in the campaign, he also commented, “I know a thing or two about red flags,” which somewhat made light of his past controversy.
When Rife originally went viral, it was due to women, to put it simply. Sure, he had other followers, but if he hadn’t had the female fan base when he started, he wouldn’t be where he is today. Controversially, Rife has gone on to say he wants to steer away from his female audience and that his humor is more male-centered. This clearly resonates with his joke on domestic violence, which he made on a Netflix special he was afforded, for which he received a barrage of hate. It’s essential to note that this was only his mainstream hate. Long before his special Rife had begun to lose a good relationship with his female fan base. This began with a podcast about one of his ex-relationships, in which he made graphic and demeaning comments about women and their appearances. It was so bad that the episode had to be taken down. However, Matt Rife’s involvement in the E.l.f. ad campaign is just a percentage of the number of controversial ads that have come out in recent months.
Recognizing this change in the market, in a recent Vanity Fair article titled “This is the Real Problem with Sydney Sweeney’s American Eagle Ad,” Kase Wickman wrote, “Welcome to America, where men are men, women are barefoot babes, and nothing is cooler than a chrome-trimmed car. Cue the bald eagle screech.” Meaning that instead of moving in this progressive wave of equality and women’s empowerment, these ideas are being replaced with misogynistic undertones that are resurfacing in the mainstream media. It leaves the public to wonder if this new wave of marketing will continue to progress. For E.l.f., at least, it seems like that will be the last time they put Matt Rife in an ad, as they quickly acknowledged the issue on an Instagram story; although some customers are still uncomfortable with the company because the ad is still up to date.
Although many are aware of this mainstream hate, there are a lot of controversial takes Rife has said in the past that shouldn’t be ignored when reviewing his character. This just goes to show how people can dodge taking accountability for their actions, and Rife has had every opportunity to do so. This new wave of misogyny entering mainstream media shouldn’t be taken lightly. It says a lot about where the country is right now. Though that’s not to say there aren’t brands that are still moving progressively, it’s just not something that should be taken lightly. E.l.f. continues to work towards being the company its customers know and love, producing more ideas by the day, and Matt Rife will continue to be a walking red flag.
