e.l.f. Cosmetics will officially launch a Twitch channel and a new initiative aimed at empowering and supporting female gamers called “e.l.f. You” on Sunday.
The cosmetics company will host a launch event for both its Twitch channel and the new initiative with the help of streamers Autumn Rhodes, Australian Fortnite and variety streamer Kathleen “Loserfruit” Belsten and Team Liquid’s Fasffy, the duo of Sophie Hawley-Weld and Tucker Halpern, DJ and Twitch personality Julienne By, Elite Daily Style Editor Theresa Massony, and e.l.f.’s Global Makeup Artist Anna Bynum.
The focus of this launch event is to promote the new initiative. As part of e.l.f. You, it will host a “Game Up” contest on TikTok May 9 – June 6 that will challenge participants to show “how they become stream-ready with their unique makeup looks.”
Seven winners will be selected, with each receiving equipment and support including a 4K pro webcam, a broadcasting microphone, e.l.f. products, a stream with Loserfruit on e.l.f.’s Twitch channel, and the opportunity to host a stream.
LiveCraft and eGEN eSports worked with e.l.f. to connect the company with Twitch content creators like Loserfruit and to develop and implement content and marketing strategies, and initiatives like e.l.f You that support female gamers.
The launch event will take place Sunday on twitch.tv/elfyou at 7:30 p.m. EST.
