Twitch of Beauty

    • A 3.5 hour livestream accounted for 17% of revenue on a Em Cosmetics launch day.
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On top of its video game prowess, Twitch is staking its claim as a platform for beauty brands. Beauty influencer Michelle Phan recently hosted a Twitch livestream to help launch a new product for Em Cosmetics. 

Em Cosmetics sold 248% more units compared to previous launches — with the 3.5 hour livestream accounting for 17% of its revenue that day. Normally creating content for her 9 million YouTube subscribers, Phan has made an early entry in a growing Twitch category. 

Influencers like skincare expert Young Yuh and Alexys Fleming, who shows off body-paint creations while gaming, say the platform’s interactivity with viewers makes it a more appealing platform than TikTok or IG Live.

Notable Twitch Beauty Trends

  • Hero Cosmetics saw a 150% return on ad spend in a campaign with gaming streamer Seum. 
  • Beauty and Body Art categories increased 208% from November 2019 to August 2020.
  • Brands MAC Cosmetics and Maybelline were involved in TwitchCon in 2019.