Sam Blumenthal

There’s no true equivalent to Taobao Live in America, and so the U.S. is still playing catch-up.

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.

This new technology builds on Pinterest's industry-first inclusive product feature, skin tone ranges, first launched in 2018. Pinterest's Head of Inclusive Product Annie Ta says, "Our mission on the Inclusive Product team is to help everyone feel like Pinterest is a place for them. As a visual discovery platform, we have an opportunity and... See more

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.