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Beauty brand put women and alt non-binary creators front-and-center.
December 1, 2022
By: Lianna Albrizio
Associate Editor
ELF Cosmetics wanted to empower women and underrepresented alt non-binary creators with a focus on its Twitch channel, Elf You. Elf Cosmetics’ Twitch Channel focuses on the concept, “Game Up,” or “the intersection of gaming and makeup,” according to the brand. When the channel was kicked off last year, ELF hosted a “Game Up” contest on TikTok in which contestants posted videos of their “Game Up” looks, or the makeup they wear to get ready to stream. To the brand, no better...
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