There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief marketing officer.

Kory Marchisotto, global chief marketing officer of E.l.f. Beauty, told the Business of Fashion that the company chose Rife because his TikTok followers are 80% female and 75% are under the age of 34, which overlaps with the brand's target audience of Gen Z women.