E.l.f. Cosmetics heard the backlash surrounding their campaign with Matt Rife and responded. “You know us, we’re always listening and we’ve heard you,” the brand posed via Instagram on Wednesday, August 13. “This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. community.” 

The statement continued, “While e.l.f.ino & Schmarnes closes today, we’ll continue to make the case against overpriced beauty. .” Social media users shared their thoughts in the comments section. “I’m failing to understand how this was app...

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