“There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief marketing officer.

Budget beauty brand e.l.f. Cosmetics is under fire for its latest ad campaign featuring comedian Matt Rife.

“There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief marketing officer.

“There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief marketing officer.