e.l.f. Cosmetics Launches First Shoppable Twitch Stream via Amazon Ads

THE WHAT? e.l.f. Cosmetics has become the first brand to introduce a native shoppable feature within Twitch streams, in partnership with Amazon Ads. THE DETAILS The new eyes.lips.first. element allows viewers to purchase e.l.f. products directly from live Twitch streams without leaving the platform. The feature debuts on e.l.f.YOU!, the brand’s official channel, which has logged over 43 million minutes watched since its 2020 launch. e.l.f. Beauty’s Patrick O’Keefe will discuss the initiative at TwitchCon San Diego 2025, joining a panel on creator–brand collaborations. THE WHY? The move highlights e.l.f.’s ongoing investment in gaming and live-stream culture, and Amazon’s push to merge commerce with interactive media experiences Source: businesswire
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