The E.l.f. Beauty ad campaign features Matt Rife and drag performer Heidi N. Closet, portraying fictional lawyers 'E.l.f.ino & Schmarnes.' Critics targeted Rife for previous jokes about domestic violence and trans issues in recent performances. The backlash intensified on social media, with users questioning E.l.f.'s casting choices and urging the company to remove the ad. E.l.f. responded on Instagram, acknowledging the backlash but not apologizing or removing the video. They stated their intention to humorously address beauty injustice, but many customers felt their concerns were not adequately addressed.
The ad featuring Matt Rife and Heidi N. Closet has stirred controversy, as customers criticized Rife's previous comments on domestic violence and trans issues.
E.l.f. acknowledged the backlash but did not apologize or remove the ad, stating their goal was to highlight beauty injustice humorously.
Many social media users expressed their dissatisfaction, claiming the ad condoned Rife's problematic statements and calling the brand's response a non-apology.
Commenters pointed out the ad still remains available to watch despite the brand's recognition of the community's concerns over the casting choice.
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