Skincare and makeup brand e.l.f. just just messed up…big time. The brand, known for ther cost-effective drugstore offerings just launched an ad featuring RuPaul’s Drag Race legend Heidi N Closet and stand-up comedian and the Annabelle doll’s new owner, Matt Rife. Now, fans are dropping their products based on the stunning choice to include the controversial crowd-work comic in an ad targeted at a primarily women/femme audience.
Notably, in his 2023 Netflix special Natural Selection, Rife made a “joke” at the expense of a hostess with a black eye. “If she could cook, she wouldn’t have that black eye,” he said in the special. At the time, this statement stirred controversy. He responded to the backlash by posting an Instagram story that said, “If you’ve ever been offended by a joke I’ve told — here’s a link to my official apology,” alongside a link that led to a website selling special needs helmets.
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Naturally, makeup users across social media shared their dissatisfaction with the brand’s choice to platform a celebrity such as this. Makeup influencer @trevorbarrett noted, “He doesn’t even wear makeup ?!” Another makeup influencer, @frederic.chen simply said, “Choices.” Additionally, fellow Drag Race alum DeJa Skye commented, “Love my sis BUT it’s giving good genes,” a reference to American Eagle’s recent controversial ad with Sydney Sweeney.
While e.l.f. skirted a real apology and claimed they “missed the mark,” some consumers are swearing to never buy e.l.f. again, so let’s help you with some of our fave picks!
All brands are cruelty-free and many boast having an array of vegan products as well. So, if you’re looking to switch up e.l.f. products, we’ve got you covered on the cost-effective items that’ll bring your next makeup looks to life.
af94 & about face
Halsey doesn’t just care about putting out amazing albums, this artist also adores playful, colorful makeup sets via brands af94 and about-face. The vegan and cruelty-free offerings include glowy cheek and lip sticks, glitter eye paints, eye crayons, and the works. The af94 line costs $10 and under, while the about-face line is closer to the $20 mark (but so worth it)! Halsey’s products can be found at Ulta and online. Plus, some Walmart locations carry af94 products.
Colourpop
I’ll say it because no one else will… Colourpop is one of the most exciting and cost-effective brands in the game right now. TBH, they have everything you could possibly need for a concert look. Available online, in Target, at Ulta, and on Amazon, Colourpop has dazzling eyeliners, crayons and shimmer shadows as well as beauty staples such as eyebrow gel. Basically, if e.l.f. thinks it did something, Colourpop did it better. Not to mention, Colourpop has an array of collabs, including Twilight and New Moon eyeshadow palettes.
Wet N Wild
Many makeup lovers began their journey with this drugstore/dollar store brand, and let me tell ya, you should continue your journey with them, too. The brushes? Incredible. The highlighter options? Beautiful and glowing. The price point? Better than e.l.f. P.S. Their blush sticks are some of the prettiest I’ve ever swatched… and I do that a lot.
BYOMA
As for comparable skincare dupes, BYOMA is the it-girl brand that can be found at Target and Ulta. Their range of serums, cleansers, creams, and the like all are all mostly under $20. You certainly can’t go wrong with their Creamy Jelly Cleanser for $14. And while it’s not super important… their packaging is 100% cuter than anything e.l.f. has to offer.
essence
Lash Princess is the only drugstore brand mascara you’ll ever need. Period.
NYX Cosmetics
If you are obsessed with your e.l.f.’s primer, might I suggest opting for NYX’s “Face Glue” primer and setting spray to set a look that won’t budge for even a second? Plus, they’ve got you covered for outdoor music festival season with their 30 SPF sunscreen primer.
Burt’s Bees
If you have an e.l.f. Sheer Slick Lipstick in your bag, did you know that the best dupe for it is actually from Burt’s Bees? This brand boasts an array of tinted balms that moisturize and provide cute and kissable hues for daily wear.
