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United States Matt Rife is a comedian and actor known for his stand-up specials and large online following, particularly on TikTok.
E.l.f. Cosmetics collaborated with Matt Rife for a campaign shared on August 11, featuring him and drag queen Heidi N Closet playing lawyers. This partnership generated significant consumer and beauty creator backlash, leading the brand's chief marketing officer, Kory Marchisotto, to address the controversy. Despite the negative reception, the brand noted that 80% of Rife's TikTok audience was female, influencing their decision.
ZenWTR partnered with Matt Rife, becoming an official sponsor of his 'ProbleMATTic World Tour'. This collaboration aligned the bottled water brand with Rife's record-breaking, sold-out comedy tour, providing access to his large audience.
Matt Rife continues to partner with various lifestyle, fitness, and men's grooming brands. These brands seek to leverage his massive, primarily under-30 audience for their marketing efforts.
Matthew Steven Rife was born on September 10, 1995, in Columbus, Ohio, and grew up in North Lewisburg, Ohio. His interest in comedy began at 14 when he participated in a high school talent show, leading him to start performing professionally at 15. Two years later, he moved to Los Angeles to further his career in entertainment. Rife quickly gained recognition for his comedic talent.
He first appeared on television in 2015 as a cast member on MTV’s “Wild ‘n Out,” becoming the show’s youngest participant. His career progressed with roles in various television series and films, including “Brooklyn Nine-Nine” and “Fresh Off the Boat.” Rife also hosted the reboot of “TRL” in 2017 and was featured on “The Challenge: Champs vs. Stars.” He continued to develop his stand-up career, self-producing multiple comedy specials.
Rife’s online presence grew significantly through his viral content on TikTok, where he amassed over 13 million followers. This digital success contributed to him selling out comedy clubs and theaters. In 2022, he signed with Creative Artists Agency (CAA), a major turning point in his career. His 2023 Netflix special “Natural Selection” brought him broader recognition. In June 2025, Matt Rife was recognized by Forbes on their Top-Earning Creators list, ranking 7th with estimated earnings of $50 million, solidifying his status as a prominent figure in comedy.
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