E.l.f. Pilots Shoppable In-Stream Ads on Twitch
E.l.f. Cosmetics has partnered with Twitch and Amazon Ads to launch a shoppable in-stream ad format that allows viewers to purchase products directly from live streams without leaving the platform.
The launch highlights a growing opportunity for brands to integrate live commerce into interactive platforms as retail media expands beyond traditional digital and in-store environments.
The beauty brand, part of E.l.f. Beauty, is the first to pilot this native live-shopping capability on Twitch. The interactive feature will initially appear on the brand’s official Twitch channel, “E.l.f.You!,” which has become a hub for beauty and gaming content since its launch in 2020.
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The shoppable element is designed to integrate commerce into live-streamed content seamlessly, allowing viewers to browse and buy featured products in real time while continuing to watch creators. The approach reflects broader efforts by Amazon Ads and Twitch to make live entertainment more interactive and commercially viable for brands.
“Live streaming on Twitch has always been about self-expression, and we saw an opportunity to ‘game-up’ the space by bringing beauty into the conversation,” Patrick O’Keefe, chief integrated marketing communications officer at E.l.f. Beauty, said in a media release.
According to Sarah Iooss, head of U.S. agency at Amazon Ads, the collaboration demonstrates how brands can connect with audiences “in more natural, interactive and joyful ways,” turning live engagement into product discovery and conversion.
Since establishing its Twitch presence, E.l.f. has focused on bridging the worlds of gaming and beauty through creator collaborations, community tournaments and limited-edition product launches. According to the brand, it's E.l.f.You! channel has generated more than 43 million minutes watched and 800,000 chat messages to date.
This article first appeared on the site of sister publication P2PI.
