E.l.f. Cosmetics Breaks Ground with Twitch Livestream Shopping

E.l.f. Cosmetics is expanding its digital footprint again, becoming the first brand to bring live shopping directly onto Twitch streams — a move that merges beauty, entertainment and e-commerce in real time.

The pilot program, supported by Amazon Ads, draws on the company’s deep retail media data to help e.l.f. target audiences more precisely and measure performance across both platforms.

E.l.f. established credibility in the gaming community in 2020 by being the first beauty brand to create a Twitch channel, e.l.f.YOU!, featuring live makeup tutorials, gameplay, and a focus on connecting with female viewers and content creators.

The channel has since racked up more than 43 million minutes watched and nearly 24,000 followers.

“Twitch is where communities and creators connect through authentic, live engagement — and now, through shoppable moments,” says Sarah Iooss, head of U.S. Agency Development & Twitch at Amazon Ads.

“We’re thrilled to partner with e.l.f. to test this innovative format that keeps viewers immersed in content while discovering and purchasing products in real time.”

The launch comes ahead of the holiday season, a key period for beauty sales. It continues e.l.f.'s ongoing strategy to reach consumers through emerging digital channels and creator-driven ecosystems.

It’s not the brand’s first foray into gaming. E.l.f. has also activated on the Roblox platform alongside fellow beauty brands such as Fenty Beauty, NYX, and Nars, offering shoppable experiences inside gaming environments.

By experimenting with livestream shopping, e.l.f. aims to drive what it calls “more measurable business outcomes” from creator content without interrupting the viewing experience.

The test also signals Amazon’s continued investment in merging its vast e-commerce infrastructure with real-time community engagement.