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This partnership allows viewers to purchase e.l.f. products directly through Twitch streams, marking an eyes.lips.first.
October 17, 2025
By: Rachel Klemovitch
Assistant Editor
e.l.f. Cosmetics announced an innovative partnership with Twitch, powered by Amazon Ads, to become the first brand to run an all-new and native in-stream live-shopping element on the popular streaming service.
Building on e.l.f.’s popularity with the Twitch community, this first-of-its-kind collaboration allows viewers to seamlessly purchase e.l.f. products directly through Twitch streams without interrupting their viewing experience.
The eyes.lips.first. shoppable element will initially appear on e.l.f.’s official Twitch channel, e.l.f.YOU!
Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty, said,
“When we launched e.l.f.YOU! on Twitch, our vision was simple yet bold — to meet our community where they play, create and connect. Live Streaming on Twitch has always been about self-expression, and we saw an opportunity to ‘game-up’ the space by bringing beauty into the conversation and creating a safe space for every eye, lip and face.”
Since launching its presence on Twitch in 2020, e.l.f. has built a vibrant community through engagement with gamers, beauty enthusiasts, and creators.
The brand’s gaming initiatives have included custom tournaments, creator partnerships, and limited-edition product collaborations that celebrate the intersection of gaming and beauty.
O’Keefe added,
“From the start, e.l.f.YOU! was designed to empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture. We didn’t just want to show up on Twitch — we wanted to level it up, amplify voices that were often overlooked and prove that beauty belongs everywhere.”
e.l.f.’s Patrick O’Keefe will appear at TwitchCon San Diego 2025 on the panel “The Future of Co-Creation: Creator & Brand Team-Ups,” where he will discuss this innovative partnership. This event takes place from October 17-19, 2025, at the San Diego Convention Center.
E.l.f. Cosmetics Launches Limited Mega Power Grip Primer
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E.l.f. Launches “color e.l.f.nalysis” and Pinterest Boards
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