e.l.f. Cosmetics , a division of e.l.f. Beauty (NYSE: ELF) has become the first-ever brand to debut a native shoppable livestream element on Twitch , unveiled in partnership with Amazon Ads . The feature—called eyes.lips.first.
—ushers in a new era for interactive retail, allowing viewers to buy products directly within Twitch streams without pausing or leaving the viewing experience. A New Era for Interactive Commerce The eyes.lips.first. feature made its debut this week on e.l.f.’s official Twitch channel,
e.l.f.YOU! , a creative platform celebrating the intersection of gaming, beauty, and live-stream culture. The activation marks Twitch’s first integration of native retail commerce , a collaboration that Amazon Ads is calling a key step in merging entertainment and shopping ecosystems.
Patrick O’Keefe , Chief Integrated Marketing Communications Officer at e.l.f. Beauty, said : "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". Empowering Female Gamers and Streaming Communities Since its 2020 launch, e.l.f.YOU!
has built a dynamic community at the intersection of beauty and gaming , tapping into subcultures that are often underrepresented in mainstream beauty marketing. The channel has generated over 43 million minutes watched and attracted more than 24,000 followers , according to e.l.f. internal data reported by Marketing Dive…
