Global beauty brand e.l.f. Cosmetics has announced a partnership with Twitch, powered by Amazon Ads, to become the first brand to run all-new and native in-stream live-shopping videos on the streaming service.

Through the collaboration, e.l.f. Cosmetics said viewers can seamlessly purchase its products directly through Twitch streams without interrupting their viewing experience.

The company says it is the first brand to offer this service, which will be available through its official Twitch channel.

Designed to keep audiences engaged while driving measurable business outcomes, e.l.f. Cosmetics said the ad format allows brands to connect with highly-engaged communities and turn product discovery into customer conversion.

Since launching on Twitch in 2020, e.l.f. Cosmetics said it has built a 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.

The company’s channel, e.l.f.YOU! on Twitch, has over 43.3 million minutes watched, 800,000 chat messages and more than 64,400 minutes streamed since it launched.

Patrick O'Keefe, chief integrated marketing communications officer at e.l.f. Beauty, said that when the company launched live streaming on Twitch, the aim was to meet customers where they create, play and connect.

“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,” he added. “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.”

In June, the company partnered with Pinterest to launch an AI-powered digital experience designed to help users find their ideal makeup shades.

The "Colour e.l.f. analysis" tool provides personalised beauty recommendations based on users' unique colour profiles, helping them discover makeup shades that complement their natural features.

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