Matt Rife Beauty Controversy

Legal Disclaimer

This beauty post is based on research from official sources, including e.l.f. Cosmetics’ social media and verified reporting. If you choose to continue supporting e.l.f., that is your decision. This post reflects my perspective as a consumer explaining why I no longer purchase or promote e.l.f. products.

This post may contain affiliate links and professional skincare commentary. For full details, please read my disclaimer.

Who is Matt Rife?

The beauty industry moves fast, but one thing remains consistent: customers expect brands to act with intention. In 2025, e.l.f. Cosmetics faced backlash for partnering with comedian Matt Rife for a campaign. While Rife has a following in comedy, his past stand-up material has been criticized for insensitive and problematic content. This decision sparked controversy among e.l.f.’s loyal customer base, highlighting how brand collaborations carry weight beyond product launches.

Matt Rife is a comedian and actor known for stand-up performances and appearances on shows like Wild ‘N Out. While he has a reputation for humor and youthful charisma, several of his past routines have included jokes that many found offensive, particularly regarding sensitive social topics. Choosing him as the face of a beauty campaign created tension between e.l.f.’s inclusive messaging and their brand image, leading to public outcry.

What is e.l.f. Cosmetics?

Founded in 2004, e.l.f. Cosmetics has grown into a staple for affordable, trendy makeup. Known for its wide range of products — from lip oils to glitter shadows — e.l.f. emphasizes accessibility and innovation. Fans have celebrated their cruelty-free formulas, bold shade ranges, and collaborations with influencers. Despite its popularity, the Matt Rife campaign showcased how even a well-loved brand can misstep when it comes to partnerships that clash with the values of its customer base.

The Beauty Controversy

The campaign drew swift criticism. Customers pointed out that Rife’s previous stand-up material conflicted with e.l.f.’s commitment to inclusivity and empowerment. Many felt the brand overlooked the potential harm of aligning with someone whose content had been viewed as offensive or dismissive of serious issues. e.l.f. did post an apology acknowledging that their decision upset customers, but the controversial ad remains online, leaving consumers questioning the sincerity of the statement.

e.l.f. Cosmetics Financial Repercussions

Despite rumors of a steep 40% sales decline, verified reports show e.l.f. Beauty’s shares fell 2.7% and trading volume dropped 22.5% in the immediate aftermath of the Matt Rife controversy. While the backlash has clearly shaken investor confidence, the numbers point to a reputational crisis rather than a catastrophic financial collapse (source).

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Why This Matters for Beauty Consumers

This controversy emphasizes that product quality alone doesn’t define a brand. Ethical decision-making, partnerships, and responsiveness to customer concerns play a central role in maintaining trust. What is really disappointing to me is that e.l.f Cosmetics has a (S) e.l.f. Made Scholarship that supports young women to encourage others. Their posts are often seen with women who most would find inspiring and that is great for promoting this scholarship.

With this in mind, they still went with Matt Rife to promote their products. It just doesn’t make sense for their brand or demographics. He doesn’t even wear makeup! That being said, for makeup lovers seeking both style and values alignment, alternatives exist — brands that give back to domestic violence charities while still offering luxury or affordable options.

Best e.l.f. Beauty Dupes for Your Makeup Bag

To keep your beauty routine both gorgeous and ethical, here’s a curated list of e.l.f. products and potential dupes.

e.l.f Cosmetics Glow Reviver Lip Oil – Shade: Honey Talks

What it is:

 An ultra-glossy brown tinted lip oil that nourishes, hydrates and enhances your lips’ natural color.

What it does:

Drench your lips in an addictive sheer wash of ultra-glossy color with this revitalizing tinted lip oil. The ultra-plush, XXL applicator slicks on a comfortable, non-sticky formula that is infused with nourishing oils and a fresh minty scent.

NYX Professional Makeup Fat Oil Lip Drip Vegan Lip Oil -Shade: Living the Cream

What it is:

Serve high-shine looks sans stickiness with Fat Oil Lip Drip from NYX Professional Makeup – the vegan lip oil that delivers up to 12 hours of hydration.

What it does:

• Serves high shine looks without stickiness
• Wear your tinted lip gloss solo for a soft hint of color or pair it with your favorite NYX Professional Makeup lip color for added intensity.
• This lip oil features an extra-large applicator for easy, smooth application, leaving you with a glossy, high shine finish
• Vegan. Cruelty free

If you would like to purchase the NYX Professional Makeup Fat Oil Lip Drip Vegan Lip Oil – Shade: Living the Cream, you can shop Ulta Beauty.

NYX Professional Makeup and Reveal Beauty

NYX Cosmetics has played a role in Reveal Beauty’s mission to uplift survivors of domestic violence and sex trafficking by contributing products to the nonprofit’s signature “Boxes of Love.” These curated care packages are assembled by Reveal Beauty volunteers and filled with cosmetics, skincare, and self‑care essentials donated by brand partners. Each box is designed to restore dignity and confidence, offering survivors in New York City shelters a moment of joy and normalcy during recovery.

Alongside makeover events, the Boxes of Love highlight how beauty products—often considered luxuries—can become powerful tools of healing when redirected through organizations like Reveal Beauty. NYX’s involvement underscores the importance of industry collaboration with grassroots nonprofits, ensuring that surplus products reach women who need them most.

If you would like to donate to Reveal Beauty yourself, you can do so here: Reveal Beauty Donation

If you want to learn about how to use your lip products in your self-care routine, read my blog post Self-Love Practice Ideas.

e.l.f Cosmetics Glow Reviver Lip Oil Glimmer – Shade: Princess Cut

What it is:

 An ultra-glossy glimmer pinky beige lip oil that nourishes, hydrates and enhances your pout with a pop of sparkle and shine.

What it does:

Drench lips with all the addictive shine you love from our Glow Reviver Lip Oil, now with the glimmer finish you’ve been begging for. The ultra-plush, XXL applicator slicks on the comfortable, non-sticky formula that is infused with nourishing oils and a fresh minty scent. Wear alone to enhance your pout with a sheer wash of color, or over your favorite e.l.f. lipstick for a pop of sparkle and shine.

Revlon Super Lustrous Glimmer Gloss Dupe Shade: Rose Glow (008)

What it is:

Revlon’s Super Lustrous Glimmer Gloss is the first lip gloss made with plant-based glitter and light-refracting pearls for shimmering, multi-dimensional shine. Non-gritty, non-sticky feel.

What it does:

• 39% instant hydration boost. Glides on smoothly and gives lips a fuller, plumper appearance.
• Non-gritty, non-sticky, moisturized feel. Feels comfortable and lightweight on lips.
• Formulated with a Botanical Complex of Agave, Moringa Oil + Cupuacu Butter.
• Oversized applicator delivers a generous dose of glimmer, shimmer and shine

If you would like to purchase the Revlon Super Lustrous Glimmer Gloss, you can shop Ulta Beauty.

Revlon and Family to Family

Revlon is a part of Family‑to‑Family’s “Share Your Beauty” program. Their products go into the hands of women in shelters and crisis programs. Through this partnership, Revlon helps turn everyday beauty items into small gestures of care, giving survivors a touch of normalcy and confidence as they rebuild their lives.

If you would like to donate to Family to Family yourself, you can do so here: Family to Family Donation

e.l.f Cosmetics Fine as Fleck Glitter Eyeshadow

What it is:

A sheer white sparkly eyeshadow topper packed with micro-fine glitter flecks that can be worn alone or layered over eyeshadow for long-lasting sparkle.

What it does:

• Long-lasting sheer glitter eyeshadow topper with a shimmer finish
• Packed with micro-fine glitter flecks for an eye-catching, party-ready vibe
• Soft, smooth formula without the grit

Urban Decay Cosmetics 24/7 Moondust Glitter Eyeshadow Single

What it is:

Get supercharged sparkle with Urban Decay 24/7 Moondust Glitter Eyeshadow Singles. Micro-fine glitter gives a wet-look effect, silky texture, and up to 16 hours of radiant wear.

What it does:

• Packed with micro-fine glitter for high-performance color and a wet-look effect
• Provides up to 16 hours of wear for long-lasting application
• Applies easily and evenly with a silky texture
• Buildable color intensity with high luminosity
• Offers a sparkly, glittery finish that enhances the eyes
• Even coverage in one swipe for high impact, supercharged shine
• Wear alone or as an eyeshadow topper

Urban Decay Cosmetics and The Los Angeles House of Ruth

Urban Decay’s #UDforWomen initiative reflects the brand’s belief that beauty should empower beyond the mirror. Through this program, Urban Decay pledged financial support to the Los Angeles House of Ruth, a nonprofit that provides safe, transitional housing and vital services for women and children fleeing domestic violence. The funds help sustain shelter operations, counseling, and pathways to permanent housing, ensuring survivors have the stability to rebuild their lives. By aligning with the House of Ruth, Urban Decay transforms its advocacy into tangible impact, showing how a beauty brand can stand beside women not only in style, but in strength.

If you would like to donate to The Los Angeles House of Ruth yourself, you can do so here: The Los Angeles House of Ruth Donation

The Beauty Industry and Ethics

The beauty industry thrives on trust, and that trust comes from the choices a brand makes—both in the products it creates and the people it chooses to represent it. When a company’s messaging centers on empowerment, inclusivity, and support for women, its partnerships need to mirror those values. That is why the Matt Rife controversy matters. It isn’t about policing comedy or debating who deserves a platform. It’s about whether a beauty brand understands the lived experiences of the women who purchase its products and fund its success.

e.l.f. Cosmetics built an audience of women who value accessibility, confidence, and community. They highlight young women through their (S)e.l.f. Made Scholarship and celebrate empowerment in their marketing. Choosing Matt Rife—someone known for material that many women find dismissive and harmful—cuts directly against the brand identity they promote. When customers voiced their concerns, the decision to keep the ad online told those same women that their voices held less value than the attention the campaign generated.

Beauty Brands that Value Women

Beauty consumers don’t exist in a vacuum. We buy makeup to express ourselves, to feel seen, to feel good. When a brand ignores the ethics behind its partnerships, we have every right to step back and purchase elsewhere. And the truth is, we have options—great ones. Urban Decay supports the Los Angeles House of Ruth. Revlon contributes to Family-to-Family. NYX partners with Reveal Beauty to deliver care packages to survivors. These brands invest their resources into women’s safety, dignity, and future, and their products often outperform the ones they’re replacing.

This blog post exists to remind readers that Beauty is never just surface-level. Every product we buy sends a message, and every purchase is a small vote for the world we want to live in. If you believe that brands should uplift women rather than align with figures who undermine them, you can choose to support companies that reflect those values. Your beauty routine can still feel luxurious, fun, expressive, and aligned with a brand ethos you trust.

Beauty Blog Resources & Support

If you or someone you know is affected by domestic violence, here are organizations that provide support, safe spaces, and resources:

National Domestic Violence Hotline – 1-800-799-SAFE (7233)

Safe Horizon – Advocacy and support for survivors

Women’s Shelters – Directory of shelters and services

Choosing to support brands that give back can make a tangible difference for survivors.