e.l.f. Cosmetics Pioneers Shoppable Twitch Feature in Beauty Industry
In a groundbreaking move for the beauty industry, e.l.f. Cosmetics has become the first brand to introduce native shoppable elements within Twitch live streams, powered by Amazon Ads. The innovative partnership, announced October 16, 2025, allows viewers to purchase products directly through streams without interrupting their viewing experience.
The new “eyes.lips.first.” shoppable feature launches on e.l.f.’s official Twitch channel, e.l.f.YOU!, which has already generated over 43 million minutes watched since its 2020 debut. This technology represents a significant advancement in social commerce, flattening the marketing funnel by connecting creator content directly to product discovery and conversion.
Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty, stated the initiative was designed to “empower female gamers, celebrate creativity and build confidence at the intersection of makeup and streaming culture.” The announcement coincides with TwitchCon San Diego 2025, where e.l.f. executives will discuss the collaboration in greater detail.
Source: Business Wire