Matt Rife and drag queen Heidi N Closet are starring in a new ad for E.l.f. Cosmetics in which they launch a mock trial against the beauty industry for raising prices.
The ad comes just days after E.l.f. raised their own prices by $1, citing “inflation and President Donald Trump’s rising tariffs,” according to Adweek.
In the commercial, Matt tells the viewers, “Hey girl. Has overpriced beauty hurt your wallet? E.l.f.ino and Schmarnes have gone to E.l.f. court for millions of clients, helping them to access beauty products they deserve at prices that won’t injure their livelihoods.”
E.l.f. Beauty chairman and CEO Tarang Amin says that he wants to be transparent about his company’s price increases due to tariffs. There is now a 55% tariff on goods made in China, up from the previous 25% rate. E.l.f. sources 75% of its products from there.
“We take quite seriously our responsibility to deliver an extraordinary value to our community,” Amin told analysts. “Even the way we’ve taken pricing, of first letting our community know [and] being transparent, has been well received by our community.”
Shop E.l.f. Cosmetics‘ best-selling products now.
Disclosure: Some products on this site use affiliate links and we may earn commission for any purchase made through the links.
