e.l.f. Cosmetics claims shoppable in-stream element on Twitch first, powered by Amazon Ads

e.l.f. Cosmetics, a brand from e.l.f. Beauty, has announced a partnership with Twitch, powered by Amazon Ads, making it the first brand to run an all new and native in-stream live shopping element on the popular streaming service.

The tie up allows viewers to purchase e.l.f. products directly through Twitch streams without interrupting their viewing experience. The eyes.lips.first. shoppable element will initially appear on e.l.f.'s official Twitch channel, e.l.f.YOU!

“When we launched e.l.f.YOU! on Twitch, our vision was simple yet bold - to meet our community where they play, create and connect. 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 and creating a safe space for every eye, lip and face,” says Patrick O'Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty.

“From the start, e.l.f.YOU! was designed to empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture. We didn’t just want to show up on Twitch - we wanted to level it up, amplify voices that were often overlooked and prove that beauty belongs everywhere.”

“Twitch is where communities and creators connect through authentic, live engagement - and now, through shoppable moments," says Sarah Iooss, Head of US Agency, Amazon Ads.

"We’re thrilled to partner with e.l.f. to test this innovative new format that keeps viewers immersed in the content they love while discovering and purchasing products in real time. It’s an exciting example of how Amazon Ads is helping brands meet customers in more natural, interactive, and joyful ways.”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.