Comedian Matt Rife has faced backlash over his jokes, with some outlets reporting that his humor has sparked controversy and lost him fans. A makeup company, e.l.f. Cosmetics, has apologized for featuring Rife in an ad, citing that they "missed the mark". The nature and extent of the controversy surrounding Rife's comedy, including his Netflix stand-up special and past jokes, are being reported by various outlets, with some characterizing his humor as sexist.