🎀 e.l.f.'s Controversial Matt Rife Campaign Faces Huge Backlash

Welcome back to Influencer Insider! Summer's not quite over yet, so I hope you're enjoying the last rays of sunshine.

This week, we're delving into the controversial e.l.f. x Matt Rife campaign, learning all about the new ChatGPT-5 and lolling at itsu's hilarious British marketing strategy.

There's also a very exciting job opportunity at rhode skin, so keep scrolling to find out.

Let's get into it!

In today's newsletter:

• Pick of the day: SoFire’s Hot Campaigns: The e.l.f. Cosmetics Matt Rife Campaign is a Lesson in PR Crisis Management
• Trending: How GPT-5's New Features Can Revolutionise Influencer Marketing
• Campaign of the week: You want (dim) sum? I'll give it ya!!

📝 Pick of the day

SoFire’s Hot Campaigns: The e.l.f. Cosmetics Matt Rife Campaign is a Lesson in PR Crisis Management

SoFire's Hot Campaigns has been popping OFF recently, so let's keep it controversial: what better way to do that than with Matt Rife?

The e.l.f. cosmetics x Matt Rife campaign has turned into a PR nightmare which is still receiving huge backlash and has customers begging for e.l.f. to take it down.

The beauty brand partnered with the American comedian for a skit about rising beauty prices - something I really doubt Matt Rife knows about.

Read the full article and learn the lesson ALL brands and marketers should know.

↗ Trending

What's hot on Hello Partner right now

How GPT-5's New Features Can Revolutionise Influencer Marketing
If you're a brand looking to fine-tune your campaigns or an influencer aiming to elevate your content, here’s how GPT-5 can help.

Travel Influencer Faces Huge Backlash for Encouraging Tourism to Taliban-Run Afghanistan
Margaritta is part of a growing number of travel influencers capturing life in Afghanistan after the 2021 Taliban takeover, facing heavy backlash.

“Your Days in the Sun Are Limited” Caner Daywood Discusses Why Pride Marketing has Been Absent in 2025
We spoke to Caner Daywood about Pride marketing in 2025 and how the shifting landscape of brand involvement is impacting LGBTQ+ communities.

Instagram’s New Analytics and Features Could Revolutionise Your Creator Strategy
Instagram’s latest updates introduce four new engagement-focused analytics and close friends changes.

How ShopMy is Using AI to Massively Change the Influencer Commerce Game
Affiliate marketing platform ShopMy has stepped into the consumer shopping arena with a new platform to improve creator-driven commerce.

🤨 How can creators stay authentic and keep both brands and audiences happy? Melissa Montrano had the answers this year at the Influencer Marketing Show USA. Watch the full session here.

✨ Campaign of the week: You want (dim) sum? I'll give it ya!!

In what has to be the most iconic meme ever, the Wealdstone Raider is BACK to make every Brit laugh. This time, he's partnered with itsu to spread awareness of their products to the British people, and it's almost as good as the original.

This wasn't the even only infamous British moment to grace itsu's TikTok - hint: Ronnie Pickering.

👀 Algowatch: TikTok

TikTok states that commercial content on TikTok Lives must be disclosed, and the platform WILL reduce visibility on content that directs users to make purchases elsewhere when TikTok Shop is available.

Re TikTok ban news, the White House just made an official TikTok account because of course they did.

💭 Thursday thoughts

This week's Thursday thought is more of a visual reflection of my laptop over the past few weeks.

Send me your favourite memes on LinkedIn and you've made a friend for life 🫶

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