In the ad, Rife plays fictional injury lawyer “E.l.f.ino,” alongside partner “Schmarnes,” depicted by drag performer Heidi N ...

The latest news in brand marketing and creativity. Tapping into nostalgia is nothing new — both in concept and as a marketing tool. But this week’s crop of brand marketing and creative efforts have ...

Viral CNN Segment Highlights Disturbing Christian Movement. Bible Scholars Have Thoughts. She thought it was just another energy drink. It took half her bodyweight and sent her to rehab. Trump ...

Cosmetics brand e.l.f. is under fire after releasing a new ad starring comedian Matt Rife, a performer whose past jokes about ...

E.L.F. Cosmetics is facing criticism after unexpectedly featuring comedian Matt Rife in its latest ad campaign – a move many online are calling "random" and "tone-deaf" in light of his past ...

E.L.F. Cosmetics released a new ad on August 11 that featured drag queen Heidi N Closet as “e.l.f.ino” and comedian Matt Rife ...

In a commercial posted to e.l.f.’s YouTube page on Aug. 11, Matt Rife acts as a lawyer, asking viewers if “overpriced beauty” ...

Rife stated in an August 2024 interview with The New Yorker that many domestic violence victims reached out to him and told him that they found the joke funny. Then he told the media outlet that not ...

Cosmetics' new legal-inspired commercial, 'The Law Offices of e.l.f.ino & Schmarnes,' stars comedian Matt Rife and drag icon ...

E.l.f. Cosmetics is back with a new legal campaign starring drag queen Heidi N' Closet and comedian Matt Rife, who chats with ...

OAKLAND, Calif., August 11, 2025--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), has filed its latest motion in ...