e.l.f. Cosmetics
Reddit take
AI summary of the Reddit excerpts below — not a quote
e.l.f. Cosmetics is currently facing a period of intense negative sentiment on Reddit, largely driven by controversial marketing decisions and a perceived shift away from its budget-friendly roots. While long valued for its inclusivity and accessibility, many users are now boycotting the brand due to specific spokesperson choices and price hikes that they feel are not justified by current product quality.
Pros
- Highly inclusive shade ranges and product catalogs
- Widely accessible in physical retail locations where other budget brands are absent
- Historically reliable for basic makeup needs at a low price point
Cons
- Significant price increases that users feel rival mid-tier drugstore brands
- Controversial marketing partnerships, specifically citing Matt Rife and Mikayla Nogueira
- Perceived decline in product quality and uniqueness as prices rise
- Technical issues with the official website, including slow performance and glitches
Caveats
- A vocal segment of the community is actively boycotting the brand due to marketing choices perceived as 'ragebaiting.'
- The brand's recent $1 billion acquisition of Rhode and expensive Super Bowl ads are frequently cited as the reason for price hikes.
Best for
- Users in regions with limited access to other inclusive budget brands
- People looking for a wide variety of shades in a single drugstore brand
Avoid if
- You are looking for the absolute lowest-priced drugstore options (e.g., Essence, Wet n Wild)
- Brand marketing ethics and spokesperson choices are a primary factor in your purchasing decisions
- You prefer unique or 'special' formulas over mass-market dupes
This summary uses balanced time weighting with about a 18-month half-life. The evidence comes from a window between January 2025 and December 2025, capturing a period of significant community backlash and brand transition.
Sentiment
7 positive (8%) · 7 mixed (8%) · 70 negative (83%)
Trust + time weighted score: -77% · raw score -75%
What redditors said (10 of 84)
After this interaction, we quickly left the store. I wasn't that aware of the controversy before this, but it honestly makes me want to never shop at Elf again, and definitely not go to this Ulta location anymore.
They made a choice and now a lot of people are choosing never to buy their products again.
if she was actually smart, she'd go low cost like MUG was praised for, and capitalize on ELFs current low standing
Just saw this on Tiktok!! I don't get using Matt as a spokesperson for makeup at all. Yeah he may wear natural makeup for camera but no one would associate him with makeup in general. There are so many other comedians, men, just people in general E.L.F. could have used in an ad. Deeply disappointed.
I'm a longgtime Elf user. They fucked it all up. Their apology doesn't even mention what they're sorry for and the stupid ad stayed up.
yeah their prices keep climbing and climbing. acting like they're the shit. but they clearly forgot their roots. I also got tired of their products just becoming dupes of other brands products.
Between that tacky wedding for Mik-liar and Matt Rife, I refused to purchase anything from ELF.... which sucks for them because I pretty much used them as my primary skincare and makeup.
Even before the Matt Rife ad, they were pushing their long time buyers away with $18 skin tints. LA Girl, Wet and Wild, and Essence have stayed low price, but ELF wanted to chase bigger dreams and bigger Superbowl commercials. Also their website has been slow and glitchy for over a year now.
how on earth does one approach the level of damage control needed after e.l.f.'s marketing--eh, choices--this year?
Parent context: Yeah I'm not sure why people are glossing over this. Brands have been canceled for a lot less. I won't be buying from her fur sure. Or Elf for that matter. Reply: I won't be buying from her fur sure. Or Elf for that matter.
Compare
e.l.f. Cosmetics vs Girlculte.l.f. Cosmetics vs Cheeryepe.l.f. Cosmetics vs Kaleidos
Related
- Temu · related · 58 mentions
- ColourPop · related · 20 mentions
- Sephora · related · 18 mentions
- Kaima Cosmetics · related · 14 mentions
- Oden's Eye · related · 14 mentions
- Patrick Ta · related · 12 mentions