Twitch’s newest ads are doing shopping live

When we think of brands that have mastered being digital-savvy, e.l.f. Cosmetics always hits the top of the list. Over the last few years, as ecommerce and social shopping have become more and more prominent in the U.S., e.l.f. has consistently leapt at the chance to grow its presence on digital platforms.

e.l.f. has participated in early beta periods for multiple platforms’ new ecommerce offerings. It was the first brand featured in TikTok Shop’s Super Brand Day sales event, and sells millions of dollars in products on TikTok Shop monthly, in part thanks to a teamup with content creator-focused ecommerce startup Orca. It helped Roblox test digital storefronts selling real items. It’s also established its own successful accounts on platforms like TikTok and Pinterest, and has launched tech-heavy campaigns like “color e.l.f.nalysis,” where users upload selfies and let e.l.f.’s tool examine their skintones for the best seasonal cosmetic color match.

Now, e.l.f. is once again getting in on something new. It’s the first brand to run Twitch’s latest ad format: creator-hosted, shoppable, in-stream ads that Twitch says are “designed to keep audiences engaged while driving measurable business outcomes.”

“[T]his innovative ad format allows brands to connect with highly-engaged communities, turning authentic creator moments into instant product discovery and conversion–all without disrupting the viewing experience,” Twitch adds.

Basically, this ad format is shoppable, aka lets viewers buy products directly from the stream, Shopping Channel-style, without actually pausing the creator’s broadcast, or putting the creator offscreen at all. Creators won’t go away for an ad break–they’ll host

the ad break, and be able to get direct, instant sales from interested viewers.

e.l.f. kicked off the format on its own Twitch channel, e.l.f.YOU, which has 24,000 followers and is hosted by @NoBSwithAnna, who describes herself as e.l.f.’s “Gamer in Chief and Global Makeup Artist.”

While e.l.f. is the first brand to test this format, obviously it will later tie into ecommerce efforts from Twitch’s owner Amazon, whose systems can power all sorts of item sales from thousands of brands if streamers will just do the hawking. (Maybe Amazon wants to more directly challenge the ever-growing Black Friday behemoth TikTok Shop?)

“Twitch is where communities and creators connect through authentic, live engagement–and now, through shoppable moments,” Sarah Iooss, Amazon Ads’ Head of US Agency, said in a statement. “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.”

This announcement comes in time for TwitchCon San Diego 2025, which opens its doors today and which will see a visit from e.l.f.’s Chief Integrated Marketing Officer Patrick O’Keefe. He’ll have a spot in the panel The Future of Co-Creation: Creator & Brand Team-Ups, where he’ll discuss tools like these new ads.