e.l.f. Cosmetics taps into gaming community with Twitch star Loserfruit

The social media sensation will bolster the brand’s online presence with beauty fans

Beauty brand e.l.f. Cosmetics is tapping into a new community of beauty fans with gaming sensation Kathleen Belsten.

Loserfruit, or Lufu, her on-screen name, found fame on live streaming platform Twitch playing Fortnite.

The Australian-native has since garnered a strong following across YouTube, Instagram and TikTok.

As part of the partnership, Belsten will support e.l.f. Cosmetics on its mission to connect with more consumers in the digital world through online content and product demonstrations to her male and female audience.

“I’m really excited to team up with e.l.f., a brand that reinforces the key values that I look for, being for every eye, lip and face, cruelty-free and vegan,” said the 27-year-old.

“Together we are creating amazing content that I know will be a fan-favourite for both male and female gamers.”

e.l.f. has kicked off the collaboration with a YouTube video featuring Lufu and a make-up tutorial from e.l.f.’s Global Makeup Artist, Anna Bynum.

“Fans respond to Lufu’s passion and her genuine, relatable persona,” said e.l.f. Beauty’s Chief Marketing Officer, Kory Marchisotto.

“We believe this makes her an ideal partner for e.l.f.’s mission of providing inclusive, positive and energetic beauty to our global beauty-verse.”

The collaboration follows on from e.l.f.’s TikTok reality TV show, dubbed ‘Eyes. Lips. Famous’, which launched earlier this year.

“Just as we jumped into the world of TikTok with original messaging and engagement with Gen Z, we are proud to be one of the first cosmetic and skin care companies to establish a unique presence on Twitch,” added Marchisotto.

“We are really excited that our presence on Twitch is designed to uplift, empower and grow a community of beauty enthusiasts.”

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