e.l.f. Beauty has launched a branded channel on the global streaming platform Twitch. The new feature streams every week and focuses on the concept of Game-Up, the intersection of gaming and make-up. 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.”

You can view e.l.f. Beauty's Twitch channel here.