A new show or ad campaign featuring comedian Matt Rife has sparked backlash, with some outlets reporting that the controversy is due to a joke about domestic violence. The cosmetics company e.l.f. is also facing criticism for featuring Rife in an ad, with the company acknowledging they "missed the mark". However, it is unclear if the backlash is specifically related to a Netflix show, an e.l.f ad, or another project, as reports vary.