# Gamer Beauty Channels e.l.f. Cosmetics Launched the 'e.l.f. You' Branded Channel on Twitch By Laura McQuarrie | Published 2021-05-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/elf-you References: [businesswire](https://www.businesswire.com/news/home/20210506006108/en) & [twitch](http://www.twitch.tv/elfyou) With e.l.f. You, e.l.f. Cosmetics is setting itself apart as the first major beauty brand to launch a branded channel on [Twitch](https://www.trendhunter.com/trends/elf-cosmetics-twitch). Appealing to Gen Z, the channel is set to empower gamers and explore the intersection of [gaming and makeup](https://www.trendhunter.com/trends/spirit-stripes), or as the brand describes it, the concept of "Game-Up." e.l.f. You will revolve around content that's live, interactive, engaging and authentic and viewers can look out for upcoming contests to show off the makeup looks they create for [live streaming their gaming sessions](https://www.trendhunter.com/trends/the-players-lounge-popup). The channel is officially launching this month with a live three-hour livestream hosted by gamer and special effects makeup artist Autumn Rhodes and featuring gamers LuFu and Fasffy. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 57% | Activity: 77% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Gamer Beauty Channels:** The intersection of gaming and beauty presents opportunities for branded channels on platforms like Twitch. - **Live, Interactive and Authentic Content:** Brands can leverage live interactive and engaging content to appeal to younger audiences on platforms like Twitch. - **Game-up Trend:** The emerging trend of 'Game-Up' presents opportunities for brands to explore the intersection between gaming and beauty. ### Where This Applies - **Beauty and Cosmetics Industry:** Beauty and cosmetics brands can explore opportunities to appeal to younger audiences through branded channels and content on gaming platforms like Twitch. - **Gaming Industry:** Gaming companies can partner with beauty and cosmetics brands to create co-branded content that appeals to the growing segment of female gamers. - **Influencer Marketing Industry:** Influencers with a large following in the gaming and beauty industries can leverage their audience to promote co-branded content and channels. ## Related on Trend Hunter - [In-Stream Shoppable Experiences](https://www.trendhunter.com/trends/elf-cosmetics-twitch.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [Tycoon-Style Beauty Games](https://www.trendhunter.com/trends/elf-cosmetics-2.md) - [Inclusive Beauty Games](https://www.trendhunter.com/trends/elf-beauty-glow-up.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md) - [Immersive Beauty Shopping Experiences](https://www.trendhunter.com/trends/elf-cosmetics-4.md) - [In-Game Beauty Experiences](https://www.trendhunter.com/trends/elf-beauty-and-roblox.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Beauty Comedy Collaborations](https://www.trendhunter.com/trends/comedy-collaboration.md)