Uploaded August 2025 | Updated September 2026, 2 weeks ago
This week’s What’s Up in Makeup is packed with beauty industry news and drama you don’t want to miss. We’re diving into e.l.f. Cosmetics’ controversial collaboration with comedian Matt Rife, the fan backlash, and why the brand isn’t backing down. We’ll also cover Made by Mitchell’s major contest scandal, and Anastasia Beverly Hills’ financial struggles after missing a huge loan payment. Plus, we’ll remember Sharon Chuter, the visionary founder of Uoma Beauty, after her tragic passing, look at Revolution Beauty bringing back its controversial founders and the end of Ulta’s shop-in-shop partnership with Target, why the experiment failed, and what it means for beauty retail going forward.
Full versions of the videos uploaded by Mitchell and Malachi: youtu.be/J-8dJhTLklQ
If you'd like a more detailed recap of Malachi's first video you can find a good one here: tiktok.com/@newswithnat/video/7537684827093339414
*Time Stamps*
0:00 Intro
1:45 E.l.f betrays image with Matt Rife collab
18:26 Indie brand Scrandie Beauty isn't learning from their own and Youthforia's mistakes
28:06 The tragic passing of Uoma Beauty's Sharon Chuter
33:00 Made By Mitchell SCAMS Fan?
1:02:17 Revolution Beauty did WHAT?
1:05:23 All the drama with Target and Ulta Beauty
1:13:49 It's not looking good for Anastasia Beverly Hills
1:17:04 I wanted something for our light hearted story so...
*Article Links*
The controversy over comedian Matt Rife's Netflix stand-up special, explained - tinyurl.com/mr3u2d9r
Why Ulta Beauty and Target Broke Up tinyurl.com/ms2379m7
Target CEO to step down amid company struggles tinyurl.com/4684jb6z
Ulta Beauty Makes Two Power Moves by Kevin James Bennett tinyurl.com/5n7c785a
Sephora’s Former CEO Is Joining Ulta Beauty’s Board tinyurl.com/cf9ypx7u
MESS BY MITCHELL: WHAT BRANDS CAN LEARN FROM AN INFLUENCER COLLABORATION GONE WRONG tinyurl.com/2yp2rbcc
Ulta Beauty's Strategic Board Expansion: A Catalyst for Long-Term Growth in a Competitive Beauty Market tinyurl.com/3d2zyn77
The Story Behind E.l.f.’s Controversial Matt Rife Campaign tinyurl.com/bddudk26
Sharon Chuter, Founder of Uoma Beauty and the Pull Up for Change Initiative, Dies at 38 tinyurl.com/3zjmpdsw
Looming job cuts at Revolution Beauty as co-founders return and brand sale process ends tinyurl.com/yezt8r3e
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Like my shirts? Most of them are from Stitch Fix! If you use my customer referral code, we both get $25 toward our next order! stitchfix.com/invite/cqk5ngntym?utm_campaign=InviteReferral&sod=w&som=c&g=w
Thanks for subscribing to my channel (youtube.com/subscription_center?add_user=jenluvsreviews) ! Here we talk makeup news on my weekly series What's Up in Makeup. The top news segment focuses on beauty influencers, cosmetic brands, and fascinating stories about the cosmetic industry. The product report talks about all of the latest makeup releases at Sephora, Ulta, and beyond! You'll also find deep dives about he beauty community, makeup and skincare brands, products, and so much more! I hope you love it here!
Want to be part of the Collective Brain Elite? Join HERE for $1.99 per month - youtube.com/channel/UCR96_hHJu3HE6vmu39_bRAw/join
FTC: This is not a sponsored video.
Out-tro Music: Dimples by Oomiee via Epidemic Sound
*******************
Want to help out with What's Up in Makeup? Check out our Hunters group! facebook.com/groups/wuimhuntersofficial
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Instagram: jenluvsreviews
TikTok: tiktok.com/@jenluvsreviews?lang=en
*******************************
Affiliate Codes
Greenlight is my FAVORITE tool to teach my kids about money mangement. Check it out here: share.greenlight.com/148553866
House of Marste houseofmarste.com/?ref=JenLuvs
Colour Pop colourpop.sjv.io/JENLUV
Save 10% at Sigma with code JENLUV
Save 15% off select collections at Natasha Denona with code JENLUV natashadenona.com/JENLUV
My FAVORITE Popcorn at CityPop Denver https://collabs.shop/16wagi
Arttitude Cosmetics - JENLUV for 10% off
JENLUV10 for 10% off at Salt New York (owned by the AMAZING Kiki G)
CURRENT SETUP:
IKEA Alex Drawers (9): go.magik.ly/ml/vr6g
IKEA Alex Drawers (5): go.magik.ly/ml/vr6h
Main Camera: shop-links.co/1754696005976721339
FAVORITE Lens right now: shop-links.co/1754696005286447409
Lens Adapter for GH5: shop-links.co/1754696006107520142
Best Lights: amzn.to/3adDo7B
Diffuser for Best Lights: amzn.to/2Tarfe5
Good Lights: amzn.to/2TuDjaa
Vlog Cam(Great Starter for YT): amzn.to/2PBgeOm
Good Mic: amzn.to/2NkeNpR
Best Mic: amzn.to/2PyJ1FP
AWESOME LENSES FOR MY PHONE! : shop-links.co/1754696009072833955
Tripod: shop-links.co/1754696008219826685
This week’s What’s Up in Makeup is packed with beauty industry news and drama you don’t want to miss. We’re diving into e.l.f. Cosmetics’ controversial collaboration with comedian Matt Rife, the fan backlash, and why the brand isn’t backing down. We’ll also cover Made by Mitchell’s major contest scandal, and Anastasia Beverly Hills’ financial struggles after missing a huge loan payment. Plus, we’ll remember Sharon Chuter, the visionary founder of Uoma Beauty, after her tragic passing, look at Revolution Beauty bringing back its controversial founders and the end of Ulta’s shop-in-shop partnership with Target, why the experiment failed, and what it means for beauty retail going forward.
Full versions of the videos uploaded by Mitchell and Malachi: youtu.be/J-8dJhTLklQ
If you'd like a more detailed recap of Malachi's first video you can find a good one here: tiktok.com/@newswithnat/video/7537684827093339414
*Time Stamps*
0:00 Intro
1:45 E.l.f betrays image with Matt Rife collab
18:26 Indie brand Scrandie Beauty isn't learning from their own and Youthforia's mistakes
28:06 The tragic passing of Uoma Beauty's Sharon Chuter
33:00 Made By Mitchell SCAMS Fan?
1:02:17 Revolution Beauty did WHAT?
1:05:23 All the drama with Target and Ulta Beauty
1:13:49 It's not looking good for Anastasia Beverly Hills
1:17:04 I wanted something for our light hearted story so...
*Article Links*
The controversy over comedian Matt Rife's Netflix stand-up special, explained - tinyurl.com/mr3u2d9r
Why Ulta Beauty and Target Broke Up tinyurl.com/ms2379m7
Target CEO to step down amid company struggles tinyurl.com/4684jb6z
Ulta Beauty Makes Two Power Moves by Kevin James Bennett tinyurl.com/5n7c785a
Sephora’s Former CEO Is Joining Ulta Beauty’s Board tinyurl.com/cf9ypx7u
MESS BY MITCHELL: WHAT BRANDS CAN LEARN FROM AN INFLUENCER COLLABORATION GONE WRONG tinyurl.com/2yp2rbcc
Ulta Beauty's Strategic Board Expansion: A Catalyst for Long-Term Growth in a Competitive Beauty Market tinyurl.com/3d2zyn77
The Story Behind E.l.f.’s Controversial Matt Rife Campaign tinyurl.com/bddudk26
Sharon Chuter, Founder of Uoma Beauty and the Pull Up for Change Initiative, Dies at 38 tinyurl.com/3zjmpdsw
Looming job cuts at Revolution Beauty as co-founders return and brand sale process ends tinyurl.com/yezt8r3e
----------------------------------------------------------------
Like my shirts? Most of them are from Stitch Fix! If you use my customer referral code, we both get $25 toward our next order! stitchfix.com/invite/cqk5ngntym?utm_campaign=InviteReferral&sod=w&som=c&g=w
Thanks for subscribing to my channel (youtube.com/subscription_center?add_user=jenluvsreviews) ! Here we talk makeup news on my weekly series What's Up in Makeup. The top news segment focuses on beauty influencers, cosmetic brands, and fascinating stories about the cosmetic industry. The product report talks about all of the latest makeup releases at Sephora, Ulta, and beyond! You'll also find deep dives about he beauty community, makeup and skincare brands, products, and so much more! I hope you love it here!
Want to be part of the Collective Brain Elite? Join HERE for $1.99 per month - youtube.com/channel/UCR96_hHJu3HE6vmu39_bRAw/join
FTC: This is not a sponsored video.
Out-tro Music: Dimples by Oomiee via Epidemic Sound
*******************
Want to help out with What's Up in Makeup? Check out our Hunters group! facebook.com/groups/wuimhuntersofficial
*******************
Instagram: jenluvsreviews
TikTok: tiktok.com/@jenluvsreviews?lang=en
*******************************
Affiliate Codes
Greenlight is my FAVORITE tool to teach my kids about money mangement. Check it out here: share.greenlight.com/148553866
House of Marste houseofmarste.com/?ref=JenLuvs
Colour Pop colourpop.sjv.io/JENLUV
Save 10% at Sigma with code JENLUV
Save 15% off select collections at Natasha Denona with code JENLUV natashadenona.com/JENLUV
My FAVORITE Popcorn at CityPop Denver https://collabs.shop/16wagi
Arttitude Cosmetics - JENLUV for 10% off
JENLUV10 for 10% off at Salt New York (owned by the AMAZING Kiki G)
CURRENT SETUP:
IKEA Alex Drawers (9): go.magik.ly/ml/vr6g
IKEA Alex Drawers (5): go.magik.ly/ml/vr6h
Main Camera: shop-links.co/1754696005976721339
FAVORITE Lens right now: shop-links.co/1754696005286447409
Lens Adapter for GH5: shop-links.co/1754696006107520142
Best Lights: amzn.to/3adDo7B
Diffuser for Best Lights: amzn.to/2Tarfe5
Good Lights: amzn.to/2TuDjaa
Vlog Cam(Great Starter for YT): amzn.to/2PBgeOm
Good Mic: amzn.to/2NkeNpR
Best Mic: amzn.to/2PyJ1FP
AWESOME LENSES FOR MY PHONE! : shop-links.co/1754696009072833955
Tripod: shop-links.co/1754696008219826685
