Esports and Twitch deepen ties to beauty

The brand is joining a growing contingent of beauty brands becoming active with esports and Twitch as gaming use skyrocketed during the pandemic. In 2021, 45% of gamers identify as female. Charlotte Tilbury announced its new partnership with the Girlgamer Esports Festival last week, while in June, NYX Professional Makeup became the official beauty ... See more

As gaming stars have attracted a wider range of brand sponsorships in recent years, more female gamers are receiving brand sponsorships too, said Neto. “A lot of work is still needed for more women to have the recognition that they deserve and for the gaming space to be a safe and empowering space for them,” she said.

The Twitch channel for women’s esports festival Girlgamer typically broadcasts livestreams of its all-female competitions for games like League of Legends, Valorant, or Counter-Strike: Global Offensive. But on August 16, it will have something new: a Charlotte Tilbury beauty tutorial.

While beauty brands may be new to Twitch, many Twitch streamers are already avid beauty fans. According to Neto, “Beauty content has already been part of Twitch, but beauty brands only now have started to understand and embrace it,” noting the enthusiasm that cosplay influencers have for beauty and that the idea of “nerdish” gamers is a stereotype.

NYX Cosmetics chose Dignitas as a partner for “championing inclusivity and underrepresented groups,” said Yann Joffredo, NYX global brand president. “This partnership allows us to push the boundaries within entertainment and gaming as we celebrate women gamers within our global communities.”