Comedian Matt Rife is facing criticism for his involvement in a recent e.l.f. Cosmetics ad, with some outlets reporting that the backlash is due to his history of making offensive jokes. The cosmetics company has issued an apology, stating that they "missed the mark" with the ad. The controversy has also drawn attention to one of Rife's Netflix specials, which has been criticized for spoiling a plot point related to Santa Claus.