Trending badgeTrendingPosted 1 hour agoSubscribe to BuzzFeed Daily NewsletterCaret DownMatt Rife's Makeup Ad For E.L.F. Is Facing Major Backlash Because Of His Past Jokes About Domestic Abuse"Is Matt Rife here to sell us concealer for black eyes from domestic violence?" one commenter wrote.by Pocharapon NeammaneeHuffPost WriterFacebookPinterestLink A new ad campaign from cosmetics brand e.l.f. starring comedian Matt Rife was met with more hate than laughter as observers slammed the company for choosing a celebrity who joked about domestic violence to be the face of its product line. "Is Matt Rife here to sell us concealer for black eyes from domestic violence?" read one comment with over 10,000 likes. MICHAEL TRAN / AFP via Getty Images In the ad, Rife plays fictional injury lawyer "E.l.f.ino," alongside partner "Schmarnes," depicted by drag performer Heidi N Closet. The commercial was an obvious reference to attorneys Cellino & Barnes, whose ads were often seen in the Tri-State Area during the 2000s. e.l.f. Cosmetics / Via youtube.com "Hey, girl. Has over-priced beauty hurt your wallet?" Rife says in the parody. "I know a thing or two about red flags. And pricey makeup? You deserve better than that." Despite the ad's fun tone, e.l.f. fans were not having it. Viewers were quick to bring up misogynistic bits from the comedian's 2023 Netflix special Matt Rife: Natural Selection. At one point in the special, he joked about a woman receiving a black eye for not cooking well. e.l.f. Cosmetics / Via youtube.com Following backlash at the time, the comedian offered a stale apology, then told a 6-year-old that the boy's mom bought his Christmas presents with money she earned from OnlyFans. Ralph Bavaro/NBC / NBCU Photo Bank via Getty Images The many commenters attacking the e.l.f. ad featuring Rife included some beauty influencers with massive followings: "aaaaaaandddd you lost me... Matt Rife out of ALL people?" creator nikkietutorials said in a comment under e.l.f's TikTok video. e.l.f. Cosmetics / Via tiktok.com "ELF IMMA HOLD UR HAND WHEN I SAY THIS...just cuz u got a drag QUEEN in the mix DOES NOT MEAN ITS A GREEN LIGHT FOR MATT RIFEEEGEE??!?," @kristians_makeup said on Instagram. @elfCosmetics / Via instagram.com Many TikTok users posted their own videos expressing their disbelief over Rife's cameo. One called the ad campaign a "slap in the face," while another showed someone throwing out their e.l.f. products. @realreneeellynn @e.l.f. Cosmetics I was really starting to like you guys 😪 #supportdomesticviolencevictims #fyp #mattrife #australia #elfcosmetics ♬ Ode to Joy- Symphony No.9 in D Minor 'choral' - Lorne Balfe & Russell Emanuel & Steve Kofsky @realreneellynn / Via tiktok.com That said, when Rife posted the ad on his own Instagram account, his fans praised him. @MattRife / Via instagram.com @MattRife / Via instagram.com @MattRife / Via instagram.com Rife's e.l.f. ad comes weeks after American Eagle faced scrutiny over its Sydney Sweeney jeans campaign, which some people said promoted white supremacy. Regardless of the original intent, American Eagle's campaign became a cultural debate as right-wingers and MAGA officials commended Sweeney and the ad. Bloomberg / Bloomberg via Getty Images Some questioned why Rife, who is not known for making beauty content, is featured in the commercial at all. Australian beauty influencer Jill Clark, who has hundreds of thousands of followers, said she is officially pulling her support for e.l.f., stating, "I stand with women, period." @jillie_clarkk Officially pulling my support for ELF Cosmetics. I stand with women, period. #elfcosmetics #mattrife ♬ original sound - Jillie 🦋 @jillie_clarkk / Via tiktok.com "Did nobody sit there and say, 'Hey, in 2025, when there is an absolute epidemic of violence against women, let's not choose to have the face of our campaign be a man who jokes about domestic violence. Let's not platform Matt Rife,'" Clark said in a video garnering over 160,000 likes. @jillie_clarkk / Via tiktok.com This article originally appeared on HuffPost.