e.l.f. Cosmetics partners with Twitch for live shopping and creator-led beauty experiences

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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.