Old School. Biblically Independent.
By Kayleigh Donaldson | Celebrity | August 14, 2025
For some reason, Matt Rife has remained weirdly popular over the past few years. Despite a cavalcade of misogynistic jokes, palling around with Jordan Peterson, and pissing off Marc Maron, the man with the iPad jaw has kept getting work. He recently bought Ed and Lorraine Warren’s home and Occult Museum, which includes all of the fake haunted stuff those scammers claimed to have dealt with over the course of their deceitful careers. That seems like a good match of personalities, I suppose. It certainly makes more sense than putting Rife in an advert for make-up.
e.l.f. Cosmetics paired up Rife with drag queen Heidi N. Closet for an ad on ‘beauty injustices.’ That means over-priced make-up, not brands taking massive investments from companies like BlackRock, which was listed in a recent report from the United Nations mapping out the corporations aiding Israel in the displacement of Palestinians during their siege on Gaza. It’s a weird ad and Rife’s weird face doesn’t help matters.
Why is Matt Rife in this?
Putting aside the misogyny and his off-putting personality and his desperation to appeal to men because he was so embarrassed by his once-dedicated female fanbase: what does this man have to do with make-up? Would you buy anything beauty-related from this man? Does he have good genes… I mean jeans? Having drag artists do something like this at least makes sense. Maybe if one of the contestants of King of Drag was there alongside Heidi, I’d appreciate some consistency. If Rife does wear concealer, I don’t for a minute think he’d admit to it, at least not without making some homophobic gag in the process. Plus, the irony of a guy who got famous making jokes about domestic violence playing a lawyer? Hmm…
e.l.f. Cosmetics probably wanted people to react with the same fake fervour of American Eagle’s Sydney Sweeney ads. Mostly, their core demographic just thought this was dumb and didn’t want a gross sexist near their eyeshadow. So, they issued a ‘we’re listening and we hear you’ non-apology, because why not?
This is as believable as Matt Rife claiming his Crimson Chin-esque jaw growth was down to puberty. Bless. You may be entitled to compensation on that one, Matty.
