Today e.l.f. Cosmetics becomes the first major beauty brand to launch a branded channel on Twitch – the global streaming platform with more than 140 million monthly users, who are predominantly members of Gen Z. On Sunday, May 9 at 7.30pm EST, e.l.f. will launch the channel – www.twitch.tv/elfyou – which will feature new streams every week. Focused on the concept of “Game-Up” – the intersection of gaming and makeup – the streams will embody the inclusion, irreverence and e.l.f.isms the brand is famous for, while championing female empowerment focusing on female gamers. “Launching a Twitch channel is another demonstration that anything is e.l.f.ing possible,” says Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty. “We are always looking to blaze new trails when it comes to connecting with our current and new fans and believe Twitch is our next frontier—it’s interactive, engaging, authentic and live.”