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.