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E.L.F. Cosmetics Is the First Beauty Brand to Launched a Branded Channel on Twitch

If you love first-person shooters, digital world-building, and virtual role-play just as much as you do lipstick, blush, and mascara, we have good news for you: E.L.F. Cosmetics is about to become the first brand to have its own Twitch streaming channel — and that’s not all, folks. The brand announced back in November 2020 that it had paired up with streamer Loserfruit; since then, she and E.L.F. global makeup artist Anna Bynum have streamed hours’ worth of content together. 

Now, E.L.F. is launching its own fully dedicated channel that will host weekly streams focused on the intersection between gaming and makeup, a program designed to uplift women gamers, plus a contest with some seriously valuable prizes. Here’s everything you need to know. 

The E.L.F. Twitch channel (located at twitch.tv/elfyou) kicks off with a live three-hour stream on May 9 at 7:30 pm ET. Autumn Rhodes, a gamer and special effects makeup artist will host, joined by fellow gamers Loserfruit and Fasffy. There’ll be a DJ set by Sofi Tukker, a chance to learn some makeup tips and tricks from Bynum, and plenty more — in other words, it’s going to be a rager. 

In tandem with the Twitch channel, the brand has created the E.L.F. You program, which it says is “designed to further E.L.F.’s purpose pillar of empowering others by promoting and supporting up-and-coming female gamers” and “looks to help shatter glass ceilings in the world of gaming, making it more inclusive for and welcoming for female gamers.”

Part of that program is the Game Up Contest. Between May 9 and June 6, the brand is challenging gamers to show their best pre-streaming makeup routines and looks via TikTok. E.L.F. will select seven winners, who “will have the unique opportunity to turbo-charge their passion in the gaming and content creation world.” Each winner will also get a ton of high-grade streaming and gaming equipment including a 4K pro webcam, a broadcasting microphone, a selection of E.L.F. products, a stream with Loserfruit on E.L.F.’s Twitch channel, and the opportunity to host a stream on E.L.F.’s Twitch channel. You can read up on all the rules and conditions on the E.L.F. website

Gamers, what are you waiting for? Hop to it! 


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