Controversies
Controversies tied to this brand in public sources. A listing is not a finding of fault.
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2025
Controversy over Matt Rife advertising campaign
An August 2025 advertisement featuring comedian Matt Rife and drag performer Heidi N Closet attracted criticism because of Rife's earlier controversial jokes, including material characterized as sexist and body-shaming. e.l.f. responded publicly that the campaign intended to address beauty injustice through humor but acknowledged that it had missed the mark.