Illustrativee.l.f. Cosmetics, under fire for Matt Rife ad, says 'we missed the mark'
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e.l.f. cosmetics is facing criticism for an ad featuring matt rife. the company has responded to the backlash, acknowledging that it made a mistake. the nature of the criticism and the specifics of the ad are not clear, but e.l.f. cosmetics has stated that it "missed the mark".