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.

While Sydney Sweeney's American Eagle ad campaign may have seen its time of the day on the internet, a new and fresh out of the makeup oven is e.l.f. cosmetics' new ad campaign starring comedian Matt Rife and drag queen Heidi N Closet is receiving much criticism on the internet.