e.l.f. Cosmetics

e.l.f. Cosmetics partners with Twitch and Amazon Ads to launch a shoppable in-stream experience, “eyes.lips.first.,” allowing viewers to purchase products directly through e.l.f.’s Twitch channel. This innovative approach makes e.l.f. the first cosmetics brand to integrate e-commerce directly into Twitch streams. The collaboration aims to capitalize on Twitch’s engaged audience, offering seamless product discovery and purchase opportunities. e.l.f.’s Patrick O’Keefe will discuss the partnership at TwitchCon San Diego 2025.

e.l.f. Cosmetics introduces “color e.l.f.nalysis,” a free digital tool offering personalized beauty advice. By analyzing a selfie, the tool determines a user’s color season and recommends curated Pinterest boards featuring shoppable e.l.f. products. Developed in partnership with Pinterest, the tool aims to democratize color analysis and make personalized beauty accessible.