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.