E.l.f. Cosmetics wants to bring shopping to Twitch.
The beauty brand has teamed with Amazon Ads to trial a live shopping element on the streaming platform that would allow viewers to purchase E.l.f. products directly through a Twitch stream, without interrupting their viewing experience.
The launch is the first of its kind for Amazon-owned Twitch, which has been around for more than a decade but gained prominence during the COVID-19 streaming boom. Streamers native to the platform — like Kai Cenat, Hasan Piker and DDG, who are known for hours-long, chatty streams — have become household-name celebrities, particularly among Gen Alpha and Gen Z.
Cenat launched a body care and fragrance brand this year called Tone alongside the other members of his content group, AMP, which now sells at Target. And in March, La Roche-Posay tapped number-one Twitch gamer Tyler “Ninja” Blevins as a partner for its Save Your Skin platform, dedicated to skin cancer detection and prevention.
“We’re thrilled to partner with E.l.f. to test this innovative new format that keeps viewers immersed in the content they love while discovering and purchasing products in real time,” said Sarah Looss, head of U.S. agency, Amazon Ads, in a statement.
E.lf. has been operating its “Elfyou” channel on Twitch since 2020, making it one of the first brands to experiment with the platform. Even now, while brands are increasingly tapping popular Twitch streamers for partnerships, few have a stand-alone presence on the platform, which is less amenable to curated content than TikTok and Instagram.
Screenshot taken during a beta test of the E.l.f. Cosmetics x Twitch shopping integration.
Courtesy
The Elfyou channel has roughly 24,000 followers and the brand works closely with Twitch’s growing cohort of female streamers, including Loserfruit, Mish and Stefsanjati. The brand’s most watched stream drew 1.1 million viewers in February.
“When we launched Elfyou on Twitch, our vision was simple yet bold — to meet our community where they play, create and connect,” said Patrick O’Keefe, chief integrated marketing communications officer at E.l.f. Beauty, in a statement. “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.”
The launch comes at a pivotal time for social commerce.
TikTok Shop has been a breakout success globally and in the U.S., where it crossed more than $11 billion in sales in the U.S., according to Charm.io. Creator commerce, too, is on the rise with Sephora launching creator storefronts via its My Sephora Storefront integrationb while platforms like ShopMy and LTK also continue to grow.
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