E.L.F. Cosmetics Breaks Silence on Matt Rife Campaign Backlash

The beauty world found itself intertwined with the comedy scene recently as E.L.F. Cosmetics faced a storm of public opinion regarding its "Eyes. Lips. Famous." campaign featuring comedian Matt Rife. The controversy erupted in the wake of Rife's Netflix special, "Natural Selection," which garnered significant backlash for its contentious jokes, particularly those perceived as misogynistic.As clips from the E.L.F.campaign, showcasing Rife alongside other TikTok creators, began circulating more widely, consumers were quick to connect the dots and voice their disapproval.

The sentiment across social media platforms was clear: how could a brand championed for its inclusivity and accessibility partner with an individual whose recent work seemed to contradict those very values?In response to the growing wave of criticism, E.L.F.Cosmetics promptly issued a statement on January 17, addressing the concerns head-on.

The brand acknowledged the feedback, stating, "We hear the feedback regarding our Eyes. Lips. Famous. campaign. We want to be clear that we stand with our community and the values we've always championed."A key clarification from the beauty giant was the timing of the campaign's production.E.L.F. emphasized that the "Eyes.

Lips. Famous." spots featuring Rife were filmed back in August 2023, long before "Natural Selection" debuted on Netflix and ignited widespread debate. This timing, the company implied, meant their collaboration predated the public's current perception of the comedian.E.L.F.reiterated its core brand ethos, stating, "E.L.F.

was founded on the principles of inclusivity, positivity and providing entertainment. We always have and always will be committed to these values." This statement aimed to reassure consumers that the brand's fundamental commitments remain unchanged, despite the unforeseen turn of events with one of their campaign faces.The situation highlights the evolving complexities of brand partnerships in the digital age, where a creator's past and present content are constantly scrutinized.For E.L.F., a brand that has strategically aligned itself with "creators who resonate with Gen Z," as noted by CEO Tarang Amin in previous discussions about their marketing approach, navigating such public relations challenges becomes crucial.

The company's swift and clear communication demonstrates an attempt to maintain its reputation and connection with its loyal customer base amidst a rapidly unfolding public dialogue...