Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign.
The budget beauty brand shared the campaign on Aug. 11, starring comedian Matt Rife and drag queen Heidi N Closet playing the role of lawyers.
The video is set at the fictional “Law Offices of e.l.f.ino & Schmarnes," a play on the real-life law firm Cellino & Barnes. In a parody of the real firm's iconic commercials of the 1990s and 2000s, 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."
“I know a thing or two about red flags. And pricey makeup? You deserve better than that,” Rife says in the ad, which ends with the pair encouraging viewers to call “1-855-COLD-HARD-LASH."
Many fans quickly took issue with the inclusion of Rife, who has previously sparked controversy and backlash from women, particularly after a domestic violence joke he made in his debut Netflix special. Here's what to know about the latest incident involving e.l.f.
