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Benefit to engage beauty shoppers across gaming-space with Twitch launch  

Gaelle Walker
21 June 2021

San-Francisco based Benefit Cosmetics is launching an official live streaming channel on Twitch later today (21 June) as it seeks to engage beauty shoppers across the gaming-space and champion more women in gaming.

This global launch follows Benefit’s pilot "Game Face" campaign which was trialled in the US and Australia in 2020.

Developed in a bid to better connect the beauty and gaming communities, the campaign encouraged women to get their "Game Face" on by using Benefit Cosmetics' makeup to show off their best livestream looks.

The new Twitch channel will see Benefit Cosmetics expand Game Face into a global program, with the brand hosting streams on Twitch for a full week from later today, in partnership with 20 gamers from around the world.

The livestreams will feature gamers showing their go-to "Game Face" makeup routines and share what playing with confidence means to them.

Gamers will also unbox special Benefit Cosmetics makeup hauls and try on products for viewers.

From later today, anyone interested in gaming and beauty will also be able to enter for a chance to collaborate and receive program perks through

Benefit Cosmetics will also host additional livestreams to bring visibility to the gamers' independent channels, continue gifting subscriptions to offer financial support and sponsor makeup and merchandise giveaways to engage with streamers' fans.

Benefit Cosmetics SVP of marketing and communications Toto Haba said: "By expanding the Game Face program and our presence on Twitch, we're hoping to make deeper connections with the up-and-coming generation of gamers.

"Our goal is to create a space where they can explore and combine their interests in beauty and gaming and ultimately feel empowered to get their best "Game Face" on so they can play and livestream with confidence.

“I hope to see more beauty brands tap into the gaming industry to support and highlight underrepresented talent."

Benefit Cosmetics is the San Francisco-based makeup brand founded in 1976 by twin sisters Jean and Jane Ford.

The prestige beauty brand has since swept the world with cult favourite products like Benetint, They're Real! Mascara, the POREfessional Face Primer and Hoola Bronzer, with locations in 59 countries across five continents.

With more than 3,000 Brow Bars and over 6,000 aestheticians worldwide, Benefit is also a leading brow destination for both product and service.

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