e.l.f. Cosmetics, part of e.l.f. Beauty, has announced a pioneering collaboration with Twitch, powered by Amazon Ads, to introduce the first-ever shoppable in-stream live shopping feature on the streaming platform.
This innovation allows Twitch viewers to purchase e.l.f. products directly through live streams without disrupting their viewing experience. The interactive feature, known as eyes.lips.first., will debut on e.l.f.’s official Twitch channel, e.l.f.YOU!, creating a seamless bridge between live entertainment and online shopping.
The collaboration is designed to maintain audience engagement while generating measurable commercial impact. The new ad format enables brands to reach highly active online communities and convert organic creator moments into real-time shopping opportunities.
“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,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. “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.”
“Twitch is where communities and creators connect through authentic, live engagement — and now, through shoppable moments,” said Sarah Iooss, Head of US Agency, Amazon Ads. “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. It’s an exciting example of how Amazon Ads is helping brands meet customers in more natural, interactive, and joyful ways.”
O’Keefe is also set to appear at TwitchCon San Diego 2025, participating in a panel titled “The Future of Co-Creation: Creator & Brand Team-Ups”, where he will discuss the brand’s latest collaboration. The event runs from 17–19 October 2025 at the San Diego Convention Center.
Since launching its Twitch presence in 2020, e.l.f. has cultivated a strong online community among gamers, beauty fans, and digital creators. Its initiatives have included custom tournaments, creator collaborations, and special product collections celebrating gaming culture.
The brand’s e.l.f.YOU! Twitch channel has become one of the platform’s top performers, recording 43.3 million minutes watched, over 800,000 chat messages, and 64,400 minutes streamed, demonstrating e.l.f. ‘s growing influence at the intersection of beauty and gaming.
