ELF brings live-shopping to streaming platform Twitch
ELF Cosmetics has partnered with Twitch to introduce a native in-stream live-shopping feature on the streaming platform.
Patrick O’Keefe, chief integrating marketing communications officer for ELF, said the move is an extension of the brand’s focus in the gaming and streaming space.
“Our vision was simple yet bold, to meet our community where they play, create, and connect,” O’Keefe shared.
“From the start, our goal was to empower female gamers and celebrate creativity at the intersection of makeup and streaming culture.”
Making its debut on the brand’s Twitch channel, ELFYou, the integration allows viewers to purchase products directly through Twitch streams without disrupting video playback.
Sarah Iooss, head of US agency at Amazon Ads, said the partnership highlights how live content and commerce are evolving.
“Twitch is where communities and creators connect through authentic, live engagement. And now, through shoppable moments,” Iooss said.
“We’re thrilled to partner with ELF to test this new format that lets viewers stay immersed in the content they love while discovering and purchasing products in real time.”
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