Comedian Matt Rife has publicly come to Sydney Sweeney’s defense amid waves of online criticism directed at the actress. Writing on X (formerly Twitter) on Friday, August 22, 2025, Rife, 29, said that the ongoing backlash surrounding Sweeney is "for nothing."Matt Rife @mattrifeLINKI keep seeing people mad at Sydney Sweeney for noooothing 🙄 She’s learning that the internet is full of absolute garbage losers who will twist anything you say into a c***y misinterpretation 😮‍💨 people are awfulThe controversy Matt Rife referenced stems from Sweeney’s recent endorsement deals and the public’s reaction to her comments about them.In an interview with WSJ. Magazine published earlier in the week, Sweeney, 27, addressed criticism tied to a soap campaign that jokingly claimed to use her own bathwater. She reflected on the discussion it sparked, saying,“It was mainly the girls making comments about it, which I thought was really interesting. They all loved the idea of Jacob Elordi’s bathwater.”Her comment linked back to Elordi’s viral bathwater scene in the 2023 film Saltburn, which inspired a wave of fan-made merchandise.Sydney Sweeney's American Eagle ad campaign controversyAlongside the soap endorsement, Sydney Sweeney has also faced scrutiny for her work with American Eagle. She was announced as the face of the brand’s denim collection earlier this summer. The campaign slogan, “Sydney Sweeney Has Great Genes”, drew criticism online, with many accusing the brand of unintentionally promoting eugenics.Eugenics, a long-discredited pseudoscience tied to genetic “improvement,” has been widely condemned for its historical associations with racism and social engineering.A source told Us Weekly earlier in August that Sweeney believes “this whole thing has been blown out of proportion” and has chosen to focus her energy on work, particularly her return to set for the upcoming third season of HBO’s Euphoria.American Eagle responded to the uproar with its own clarification. In a statement shared by the brand, the company reportedly said,"'Sydney Sweeney Has Great Jeans' is and always was about the jeans. Her jeans. Her story. We’ll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."Matt Rife’s own recent controversiesMatt Rife’s public support for Sweeney comes as the comedian faces his own scrutiny tied to brand partnerships. Earlier this month, he was at the center of a separate backlash after starring in a campaign for e.l.f. Cosmetics.The ad, released on August 11, 2025, featured Matt Rife alongside drag performer Heidi N Closet in a parody of the well-known Cellino & Barnes commercials. Titled the Law Offices of e.l.f.ino & Schmarnes, the spot depicted the two as “affordable beauty attorneys” advocating for cheaper access to makeup. In one line, Matt Rife is seen saying:"I know a thing or two about red flags. And pricey makeup? You deserve better than that."Matt Rife in the e.l.f. cosmetics ad (Image via YouTube/ .l.f. Cosmetics)However, the campaign quickly drew backlash. Many customers questioned why e.l.f., a brand with a largely female audience, would collaborate with Matt Rife, given his history of controversial jokes, particularly a domestic violence quip from his 2023 Netflix special Natural Selection.Matt Rife had reportedly opened the Netflix special with a story about a waitress with a black eye, saying,"Yeah, but I feel like if she could cook, she wouldn’t have that black eye."His follow-up to the backlash, as reported by USA Today, was a fake apology that linked to a website selling “special needs helmets”, only further inflaming criticism.These past remarks resurfaced as the e.l.f. cosmetics campaign went live, with many customers and beauty influencers accusing the brand of hypocrisy. Some publicly boycotted e.l.f. products, and others criticized the company for “empowering legendary females” while simultaneously partnering with a comedian who had alienated female audiences.e.l.f. responds to criticismThe mounting backlash prompted e.l.f. Cosmetics to issue a public apology on August 15, 2025, via Instagram.The apology shared by e.l.f cosmetics on August 14, 2025 (Image via Instagram/ @elfcosmetics)Kory Marchisotto, e.l.f. Beauty’s Global Chief Marketing Officer addressed the issue in an interview with The Business of Beauty on August 14, 2025, noting the brand was “surprised” by the reception. She explained that Matt Rife’s TikTok following was a factor in his selection but acknowledged the disconnect between intention and outcome,"We always aim to deliver positivity, and this one didn’t. So we find ourselves in a position where, quite honestly, that doesn’t feel good for us."Matt Rife has not publicly addressed the controversy surrounding the e.l.f. campaign as of this writing.