e.l.f. Cosmetics, a division of e.l.f. Beauty (NYSE: ELF) has become the first-ever brand to debut a native shoppable livestream element on Twitch, unveiled in partnership with Amazon Ads. The feature—called eyes.lips.first.—ushers in a new era for interactive retail, allowing viewers to buy products directly within Twitch streams without pausing or leaving the viewing experience.

A New Era for Interactive Commerce

The eyes.lips.first. feature made its debut this week on e.l.f.’s official Twitch channel, e.l.f.YOU!, a creative platform celebrating the intersection of gaming, beauty, and live-stream culture. The activation marks Twitch’s first integration of native retail commerce, a collaboration that Amazon Ads is calling a key step in merging entertainment and shopping ecosystems.

Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty, said:
“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”.