The comedian opens up to PEOPLE about teaming up with e.l.f. Cosmetics for the Y2K-inspired legal parody — and pulls back the curtain on his own pre-show getting ready routine courtesy e.l.f.

A recent e.l.f. Cosmetics ad featuring Matt Rife has sparked controversy online due to the comedian’s contentious past. In the beauty brand's new commercial, Rife and drag queen Heidi N Closet star as ...

“E.l.f.ino & schmarnes” features comedian Matt Rife and drag star Heidi N Closet as a legal duo rallying for accessible, high-quality beauty products. E.l.f. Cosmetics today (Aug. 11) launched a ...

A well-known beauty brand is under fire for its inclusion of a controversial comedian in its latest campaign. E.L.F. Cosmetics released a new ad on August 11 that featured drag queen Heidi N Closet as ...

Forbes contributors publish independent expert analyses and insights. Pam Danziger reports on retail, focused on the luxury consumer market. E.l.f. Beauty acquired Hailey Bieber's Rhode skincare brand ...

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign. The budget beauty brand shared the campaign on Aug. 11, starring comedian ...