Matt Rife has a face that looks like it was sculpted by a Renaissance master who had a thing for jawlines. So, when the Matt Rife e.l.f. Cosmetics partnership finally hit the internet, people didn’t just notice—they went feral. It’s a weird move on paper. A stand-up comedian known for crowd work and occasional controversy teaming up with a budget-friendly makeup giant? Most people expected a generic "male grooming" line. Instead, we got something that actually feels like a self-aware wink to the audience.
Honestly, the beauty industry is usually so serious. Everything is "transformative" or "revolutionary." But the Matt Rife e.l.f. Cosmetics campaign, specifically the "Lip Filler" short film directed by Alex Prager, leans into the absurdity of Rife’s own public image. It’s camp. It’s loud. It’s exactly what happens when a brand realizes that their target demographic—Gen Z and Millennials—can smell a fake "influencer" deal from a mile away.
The Strategy Behind the Matt Rife e.l.f. Cosmetics Chaos
Marketing is basically a game of "who can scream the loudest without being annoying." e.l.f. Cosmetics has mastered this. They aren't just selling $7 primers; they are selling a vibe. By bringing in Matt Rife, they tapped into a massive, highly engaged fan base that spends hours watching clips of him roasting people in comedy clubs. It’s about reach. Pure and simple.
You’ve probably seen the ads by now. They aren't your typical "swipe this on your lips" commercials. They are cinematic. They use Rife’s comedy persona—the charming but slightly chaotic guy—to sell the idea that makeup shouldn't be a chore. It should be fun.
The campaign focuses heavily on the Pout Clout Lip Plumping Pen. It’s a smart choice. Rife is famously teased about his own features, so why not lean into the "plumping" aspect? It turns a potential insult into a multi-million dollar marketing hook. Genius, really.
Why Comedians are the New Beauty Icons
It sounds fake. It sounds like something a corporate AI would spit out during a fever dream. But comedians are actually the perfect beauty ambassadors for the 2020s. We are tired of the "perfect" Instagram model who never blinks. We want someone who makes us laugh.
When e.l.f. puts a comedian in the spotlight, they are humanizing the brand. They did it with Jennifer Coolidge. They did it with the Suits cast. Now, with Matt Rife e.l.f. Cosmetics, they are targeting a crowd that maybe doesn't watch traditional beauty tutorials but definitely scrolls through TikTok comedy.
There's a specific kind of nuance here. Rife isn't pretending to be a makeup artist. He’s just... there. He's the face. He’s the punchline. This transparency is what makes the collaboration work. If he tried to explain the molecular structure of hyaluronic acid, we’d all close the tab. But watching him be "interrogated" in a stylized, Wes Anderson-esque world? That sticks.
📖 Related: Gwendoline Butler Dead in a Row: Why This 1957 Mystery Still Packs a Punch
What Products are Actually in the Matt Rife e.l.f. Cosmetics Lineup?
Let's get into the weeds for a second. What are you actually buying?
The core of the campaign is the Pout Clout Lip Plumping Pen. If you haven't used a plumper before, it’s basically a gloss that makes your lips feel like they’ve been kissed by a very spicy ghost. It tingles. It swells. It works.
- The Pout Clout Pen comes in shades like "Pinky Out" and "Clear."
- It’s priced at that sweet $8 spot that makes e.l.f. a powerhouse.
- The formula uses ginger root oil and peppermint to get that "stung" look without the needles.
There’s also a heavy emphasis on the Power Grip Primer. This is the product that put e.l.f. back on the map a few years ago. It’s sticky. It’s effective. In the context of a comedian who spends hours under hot stage lights, a primer that actually holds makeup in place makes a ton of sense.
Does it actually work for men?
Male grooming is a massive, untapped market that most brands get wrong. They usually put everything in a matte black bottle and call it "Tactical Face Wash." Matt Rife e.l.f. Cosmetics skips that nonsense. It’s just makeup.
Men are increasingly using "no-makeup" makeup. A bit of concealer for dark circles, a clear brow gel, maybe a lip plumper if they’re feeling bold. By using Rife, e.l.f. is subtly telling guys that it’s okay to care about how they look on camera. You don't need a "man-ly" label to use a good product.
The Controversy and the "Cancel Culture" Factor
You can't talk about Matt Rife without talking about the "Netflix special" incident. He’s a polarizing figure. Some people love his edge; others think he goes too far. This makes the Matt Rife e.l.f. Cosmetics deal a bit of a gamble for a brand that prides itself on being "for every eye, lip, and face."
But here’s the thing: brands don't want "safe" anymore. Safe is boring. Safe gets ignored.
👉 See also: Why ASAP Rocky F kin Problems Still Runs the Club Over a Decade Later
By picking someone who generates headlines, e.l.f. ensures that people are talking. Even the people who hate the collaboration are sharing the ads to complain about them. In the world of digital algorithms, a "hate-watch" still counts as a view. It’s a calculated risk that reflects the current state of celebrity endorsements. We are in the era of the "anti-hero" influencer.
Breaking Down the "Lip Filler" Ad
The ad itself is a masterpiece of art direction. Directed by Alex Prager, it feels like a 1960s fever dream. Rife is in an interrogation room. It’s colorful, it’s surreal, and it’s deeply stylized.
This isn't just about selling a lip pen. It’s about brand positioning. e.l.f. is positioning itself as the "cool" brand that isn't afraid to be weird. They are moving away from being just a "dupe" brand and becoming a cultural leader. The Matt Rife e.l.f. Cosmetics campaign is the final nail in the coffin of the idea that e.l.f. is just a "cheap" alternative.
How to Get the "Matt Rife Look" (If That's Your Thing)
If you’re actually trying to replicate the look from the campaign, it’s pretty straightforward. It’s all about skin prep and subtle enhancement.
Start with the Power Grip Primer. You need that base to be bulletproof. Use a tiny bit of the Halo Glow Liquid Filter if you want that "I drink 4 liters of water a day" radiance. Then, hit the lips with the Pout Clout.
- Step 1: Clean skin. Don't skip moisturizer.
- Step 2: Apply the primer. Let it sit for 30 seconds until it gets tacky. This is the secret.
- Step 3: Use a light hand with concealer. Rife’s look is "polished," not "heavy."
- Step 4: Finish with the plumping pen. Expect the tingle. Don't panic.
Honestly, the "Matt Rife look" is basically just having great lighting and a very high-quality camera, but the products help bridge the gap for the rest of us.
Why This Collaboration Matters for the Industry
The beauty world is shifting. We are moving away from the "Beauty Guru" era of 2016. Nobody wants to watch a 40-minute video on how to contour. We want bite-sized entertainment. We want to be amused while we shop.
✨ Don't miss: Ashley My 600 Pound Life Now: What Really Happened to the Show’s Most Memorable Ashleys
The Matt Rife e.l.f. Cosmetics partnership is a blueprint for the future. Expect more comedians, more actors, and more "unlikely" faces in beauty ads. It’s about personality over perfection.
e.l.f. has shown that they can take a polarizing celebrity and turn him into a sales engine. It’s bold. It’s slightly annoying to some. But it’s undeniably effective.
Final Insights and What to Do Next
If you’re curious about the products, don't feel like you have to buy into the whole "Matt Rife" mania to enjoy them. At the end of the day, e.l.f. makes solid stuff. The Pout Clout Lip Plumping Pen is a genuine winner for under $10, whether you like Rife’s comedy or not.
If you’re a guy looking to dip your toes into grooming, this is a low-stakes way to start. The products are accessible, the branding is fun, and you aren't spending $50 on a single item.
Actionable Next Steps:
- Check your local Target or Ulta: These specific "collab" items tend to fly off the shelves because of the TikTok hype.
- Don't over-apply the plumper: If you have sensitive skin, do a patch test first. The ginger oil in the Pout Clout can be intense for some people.
- Watch the full "Lip Filler" short film: Even if you aren't a fan of the makeup, the cinematography by Alex Prager is worth the two minutes of your time.
- Look for "No-Makeup" Tutorials: If you’re a man inspired by the campaign, search for "natural male grooming" to see how to use these products without looking like you’re wearing a mask.
The Matt Rife e.l.f. Cosmetics era is here, and it’s a weird, glossy, hilarious reminder that the beauty industry is finally growing a sense of humor. Whether you're here for the jokes or the jawline, the products stand on their own. Just remember to let the primer get tacky before you do anything else. That's the real pro tip.