e.l.f. Cosmetics Pioneers Shoppable Twitch Streams via Amazon Ads

10/16/2025 – 12:01 AM

Inventive partnership transforms the live streaming experience, allowing viewers to purchase e.l.f. products directly through Twitch streams marking an eyes.lips.first.

OAKLAND, Calif. — e.l.f. Cosmetics, a brand under e.l.f. Beauty (NYSE: ELF), is pioneering a new frontier in e-commerce through a strategic partnership with Twitch, leveraging Amazon Ads to create an innovative, native in-stream live shopping experience. This move positions e.l.f. as the first cosmetics brand to directly integrate product purchasing into the popular live streaming platform.

e.l.f. Cosmetics is the First Brand to Launch Shoppable In-Stream Element on Twitch, Powered by Amazon Ads

Building on e.l.f.’s already established presence within the Twitch community, this collaboration allows viewers to purchase e.l.f. products directly through the live stream, without disrupting the viewing experience. The shoppable element branded as “eyes.lips.first.” will initially be available on e.l.f.’s official Twitch channel, e.l.f.YOU!. This integration allows for near-instantaneous conversion from content engagement to sales, a key advantage in the fast-paced world of online consumerism. The move aims to capitalize on the highly engaged Twitch audience, known for its willingness to spend money on products endorsed by their favorite streamers. Beauty brands are increasingly looking to tap into new customer acquisition channels, and E.L.F.’s move shows that Twitch is becoming increasingly attractive.

The new ad format emphasizes immersive engagement and measurable return on investment, reflecting a shift towards more interactive and user-friendly advertising strategies. This approach connects brands with targeted communities, transforming organic creator moments into opportunities for product discovery and sales, all while keeping the viewer experience seamless. The format promises relevant ads, reducing the frustration of interruptive placements.

“When we launched e.l.f.YOU! on Twitch, we wanted to meet our community where they already are,” remarked Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. “Live Streaming on Twitch has always been about self-expression, and we saw an opportunity to bring beauty into the conversation, creating a space to empower female gamers and celebrate creativity. We didn’t just want to show up on Twitch — we wanted to level it up and amplify marginalized voices.”

“Twitch is where communities connect, and now, through shoppable moments,” said Sarah Iooss, Head of US Agency, Amazon Ads. “We’re excited to partner with e.l.f. in testing this format that keeps viewers immersed in content while discovering and purchasing products in real time.” The partnership illustrates Amazon Ads’ growing focus on facilitating more interactive and engaging customer experiences. The key is figuring out whether the format can truly scale and drive significant sales.

e.l.f.’s Patrick O’Keefe is scheduled to appear at TwitchCon San Diego 2025 on the panel “The Future of Co-Creation: Creator & Brand Team-Ups,” discussing the nuances of this unique partnership. The event will take place from October 17-19, 2025, at the San Diego Convention Center.

Since its Twitch debut in 2020, e.l.f. has actively engaged with gamers, beauty enthusiasts, and content creators, fostering a thriving community. The brand’s gaming initiatives have included custom tournaments, creator partnerships, and limited-edition product collaborations that blend gaming and beauty. e.l.f.YOU! on Twitch has become a top-performing channel, achieving significant milestones demonstrating its effectiveness in reaching key demographics: 43.3M+ Minutes Watched; 800k+ Chat Messages; 64,400+ Minutes Streamed on e.l.f.YOU!.

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) operates on the premise that “anything is e.l.f.ing possible.” The company aims to be a disruptor, shaping culture and connecting communities through inclusivity and accessibility. e.l.f. Cosmetics, the company’s global flagship brand, strives to make beauty accessible by uniting beauty, culture, and entertainment. The company prioritizes accessible pricing and clean, vegan products, certified cruelty free by Leaping Bunny and PETA. Learn more at www.elfcosmetics.com.