Charlotte Tilbury steps into the esports arena with Girl Gamer deal

Published: 4-Aug-2021

The luxury celebrity make-up artist-founded brand is the latest major beauty name to enter video game marketing

Charlotte Tilbury is the latest beauty brand to experiment with gaming and esports marketing.

To mark its first step into the sector, the make-up artist-founded brand has partnered with esports festival Girl Gamer on a series of sponsored digital activations, masterclasses and gaming events.

Previous commercial beauty partners of Girl Gamer include beauty retailer Sephora, Benefit Cosmetics and L'Occitane.

To kick off the deal with Charlotte Tilbury, the brand’s ‘Level Up Your Glam’ masterclass will be broadcasted via Girl Gamer's Twitch account, the Amazon-owned gaming streaming service.

“Charlotte Tilbury’s exciting collaboration with Girl Gamer brings well-deserved recognition to the female gaming communities’ continued growth, helping gamers integrate their unique style into their streams”, said Andreia Neto, Partnerships Manager of Girl Gamer.

The Puig-owned brand follows NYX, Soap & Glory, e.l.f. and Benefit Cosmetics in exploring the burgeoning video game industry in recent months.

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