343 e.l.f. Cosmetics, one of the fastest-growing beauty brands in the U.S., has teamed up with Twitch, Amazon’s live-streaming platform, to pioneer a new form of interactive live shopping. The collaboration aims to engage the gaming community — particularly Gen Z and Gen Alpha audiences — through shoppable, creator-hosted livestreams. The brand will launch a multi-episode series titled “e.l.f. UP!”, where popular Twitch creators and beauty influencers will co-host live segments demonstrating makeup looks, product hacks, and interactive challenges. Viewers will be able to purchase featured products instantly via Twitch’s integrated shopping tools. This partnership marks Twitch’s first major beauty collaboration and represents a growing convergence between gaming culture and lifestyle retail. e.l.f. Cosmetics, known for its agile digital marketing, sees this as an opportunity to bring its “beauty for all” ethos to a new, engaged audience. Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, said, “We’re meeting consumers where they play and creating authentic, real-time beauty experiences that feel inclusive and fun.” The campaign also underscores a broader retail trend: major consumer brands are increasingly experimenting with live, creator-driven commerce models inspired by the success of China’s livestream shopping economy. Analysts note that e.l.f.’s move reinforces its leadership in digital innovation, following earlier collaborations with TikTok, Roblox, and YouTube Shorts. You Might Be Interested In Contextual Targeting Outperforms Behavioral Ads in Privacy-First Markets Apple led the global smartphone market in 2025, report says George R.R. Martin shares updates on Winds of Winter, spinoffs, and storytelling stakes Amazon ramps up ‘dark store’ network for quick commerce in India Pringles launches playful European “Pass the Pringles” campaign Trump team proposes social media disclosure for visa-free travelers to U.S.
