e.l.f. apologises for Twitch diversity fallout

Three weeks after its initial launch, the affordable beauty brand has finally responded to outcry from fans for its white-only influencer line-up

Loserfruit, or LuFu, was among the gamers who opened e.l.f.'s branded channel

e.l.f. Cosmetics has been met with more backlash after issuing a Twitter apology to consumers that were in uproar after it failed to include any black influencers in its Twitch launch.

The affordable drugstore brand became the first major beauty player to launch a channel via the gaming site last month, focusing on ‘Game-Up’, a mix of gaming and make-up with streams it said would embody ‘inclusion’ and ‘championing female empowerment’.

However, fans were quick to notice the lack of diversity among its content creators, one of whom was LuFu, a Twitch gaming star and e.l.f. brand partner.

The apology, which was issued three weeks after the brand’s initial Twitch launch, only fuelled the fallout, however.

Upon the launch on 9 May, fans immediately took to Twitter to express their anger about the brand’s mistake.

One wrote: "Yo elf! I love your green concealer but why are there only white creators I can see? There's so many fantastic streamers, and I'd love to see how the pallets work on other skin tones so I know what I can gift well to friends. Please reconsider and get more diverse streamers."

While another expressed that black streamers should have been included.

They said:

e.l.f. had made some attempts to rectify its oversight by posting more tweets throughout May that it aimed to “represent a diverse community of gamer and creators”, and that it would be looking for more make-up creators and gamers to join the team.

But while some consumers welcomed the response, others were not appeased.

One black content creator, @MiladyConfetti, as she is known on Twitter, also said that she had been “snubbed” by the brand, after responding to a tweet by the brand on 3 May that it was looking for gamers who create make-up looks.

Her initial response received more than 1,000 likes, but e.l.f. did not take her up on her offer.

e.l.f. has not directly addressed her response.

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