e.l.f. Cosmetics has become the first brand to launch a shoppable in-stream element on Twitch, powered by Amazon Ads, marking a major step in merging live-streaming and e-commerce. The new feature allows viewers to purchase e.l.f. products directly within a Twitch broadcast without leaving the stream, creating a seamless shopping experience that aligns with real-time engagement.
The shoppable element will debut on e.l.f.’s official Twitch channel, e.l.f.YOU!, which serves as a hub for connecting with creators, gamers, and beauty enthusiasts. The new functionality integrates purchasing opportunities natively into the viewing experience, allowing fans to discover and buy products in the moment.
Since launching its Twitch presence in 2020, e.l.f. has consistently pushed the boundaries of what beauty engagement can look like in the gaming and creator economy. Through gaming tournaments, influencer collaborations, and creative campaigns, the brand has cultivated an audience that values both inclusivity and innovation. According to the company, the e.l.f.YOU! channel has generated over 43 million minutes watched, more than 800,000 chat messages, and 64,000 minutes streamed.
"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,” said Sarah Iooss, Head of US Agency, Amazon Ads. By combining interactive media with real-time purchasing, e.l.f. Cosmetics is redefining how brands can inspire and engage audiences in a digital landscape where authenticity, connection, and convenience drive loyalty.
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