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Library/Campaign/e.l.f.ino & schmarnes
Grade B19 sourcesHIS-00783

e.l.f.ino & schmarnes

Campaign · 2025 · Niche

34Editable slideCertificate

After its Matt Rife ad, e.l.f. closed the campaign; one reaction reached 33.8M views.

tori 🏎️ ⚔️

@lec1ercing · Aug 11, 2025

so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?

21517
Original · tori (@f1cleclercs at posting; now @lec1ercing)
Clip · e.l.f. Cosmetics on Instagram
Clip · E! News on YouTube
Clip · The Sesh on YouTube
Clip · @totallybasicwhitegirl on TikTok
Clip · @elfyeah on TikTok
Clip · @jillie_clarkk on TikTok
Clip · @nay_ellynnn on TikTok
so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?
@lec1ercing on X
have you fallen victim to overpriced beauty ⁉️ hit our line ☎️ 1-855-COLD-HARD-LASH today to see what your case is worth #elfcosmetics #eyeslipsface #ElfinoandSchmarnes
@elfyeah on TikTok
E.l.f. Cosmetics Puts Beauty Prices on Trial After Raising Its Own
Adweek
Officially pulling my support for ELF Cosmetics. I stand with women, period. #elfcosmetics #mattrife
@jillie_clarkk on TikTok
@e.l.f. Cosmetics I was really starting to like you guys 😪 #supportdomesticviolencevictims #fyp #mattrife #australia #elfcosmetics
@nay_ellynnn on TikTok
e.l.f. Cosmetics on Instagram
e.l.f. Cosmetics on Instagram
you're telling me NO ONE on e.l.f. cosmetics marketing team researched Matt Rife AT ALL?! #mattrife #elfcosmetics #popculture #satire
@totallybasicwhitegirl on TikTok
Mascara, Misogyny, and Matt Rife
Jamieson Eileen
E.l.f. Cosmetics Issues Apology Over Matt Rife Campaign Controversy | E! News
E! News on YouTube
e.l.f Cosmetics Addresses Matt Rife Campaign Backlash
The Sesh on YouTube
Rage-Bait Ads Are Risky. So Why Do Brands Keep Making Them?
Adweek
The internet reacts to Matt Rife x e.l.f. commercial
The Daily Dot
E.l.f Cosmetics Slammed For Matt Rife Campaign & Pathetic Apology
PEDESTRIAN.TV
Person posed in a classroom setting, wearing a classic suit with a tie. They have glasses and styled hair, looking directly at the camera
BuzzFeed / HuffPost
E.l.f. Beauty's "E.l.f.ino & Schmarnes" campaign featuring comedian Matt Rife and drag queen Heidi N Closet.
The Business of Fashion
e.l.f. Cosmetics on latest campaign: "We missed the mark" - Brand Innovators
Brand Innovators
e.l.f. Cosmetics apologises for ‘missing the mark’ with latest campaign after casting backlash
Cosmetics Business

Spread Score

How it works
Reach56Contagion20Breadth40Velocity0Longevity3534

Numbers

TikTok reaction: product-disposal video only (live)
33.8M
As of Oct 15, 2026 · TikTok · TikTok / @realreneeellynn (now @nay_ellynnn)
Seed to peak
3 days
Aug 11 ’25 to Aug 14 ’25
Platforms
7
Started on X
Origin
Mixed
Beauty & personal care

Mechanics

  • ControversyPrimary
  • Response chain
  • Creator relay
  • Platform jump
  • Press loop

How it spread

Trace the origin

e.l.f. cast Matt Rife and Heidi N Closet in a legal-ad parody. Critics on X, Reddit and TikTok challenged Rife’s casting over his domestic-violence jokes. The brand announced the campaign’s closure, while the original ads remained online.

Google searchesAug ’25SepOctNovDecPeakTikTokXRedditPressRetailInstagramYouTube
TikTokXRedditPressRetailInstagramYouTube

12 more events on this chart

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Timeline (15)

  1. August 2025

    e.l.f. Cosmetics precursor · Aug 11 ’25

    e.l.f. launched its law-firm parody with Matt Rife and Heidi N Closet.[1][2][3]

    E.l.f. Cosmetics Puts Beauty Prices on Trial After Raising Its Own
    Open the first post ↗

  2. tori (@f1cleclercs; now @lec1ercing) seed · Aug 11 ’25

    Tori questioned why a brand targeting women had hired Matt Rife.[4][5]

    so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?

  3. Reddit users platform jump · Aug 12 ’25

    The Daily Dot documented Reddit criticism of the casting and speculation about outrage marketing.[5]

    The internet reacts to Matt Rife x e.l.f. commercial
Origin
Mixed
Sector
Beauty & personal care
Region
US
TikTok reaction: product-disposal video only (live)
33.8M
As of Oct 15, 2026 · TikTok · TikTok / @realreneeellynn (now @nay_ellynnn)
Evidence
Grade B

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49
THESE ARE THE LASHES OF MY DREAMS!! @lorealparisusa never lets me down 😭 #TelescopicLift #LorealParisPartner #LorealParis @zoehonsinger

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Jeremy Allen White for Calvin Klein Spring 2024

YouTube · 2024

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Jeremy Allen White in Calvin Klein Underwear | Spring 2024 Campaign

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Serena Williams injects herself with a GLP-1 weight loss drug as millions watch the Super Bowl. She dances and shows off how “convenient” it is to get GLP-1s using the Ro app. She even says you can…

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34
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250 derivatives

New cases, every week

How the next thing spread, the week it does.

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Google searchesAug ’25SepOctNovDecPeakTikTokXRedditPressRetailInstagramYouTube
TikTokXRedditPressRetailInstagramYouTube

12 more events on this chart

Join free to see them

  1. August 2025

    e.l.f. Cosmetics precursor · Aug 11 ’25

    e.l.f. launched its law-firm parody with Matt Rife and Heidi N Closet.[1][2][3]

    E.l.f. Cosmetics Puts Beauty Prices on Trial After Raising Its Own
    Open the first post ↗

  2. tori (@f1cleclercs; now @lec1ercing) seed · Aug 11 ’25

    Tori questioned why a brand targeting women had hired Matt Rife.[4][5]

    so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?

  3. Reddit users platform jump · Aug 12 ’25

    The Daily Dot documented Reddit criticism of the casting and speculation about outrage marketing.[5]

    The internet reacts to Matt Rife x e.l.f. commercial

  1. platform jump · Aug 12 ’25

  2. backlash · Aug 12 ’25

Join free to see the other 12 events and the full chart. Free, on every case.

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