Play! Benefit Cosmetics Launches Global Twitch Channel to Connect Beauty and Gaming Communities


Game Face, originally a campaign launched in 2020 exclusively in the United States and Australia, was developed to connect the beauty and gaming communities, as well as to support and advocate for more women in gaming. Benefit Cosmetics has partnered with women in gaming, encouraging them to use makeup from Benefit Cosmetics and show off their best looks live with confidence.

With the success of the pilot campaign, Benefit Cosmetics is launching an official Twitch channel and expanding Game Face to a global program. Departure June 21st, Benefit Cosmetics will host streams on Twitch, in partnership with 20 players from Canada, United States, UK, France, Brazil, Australia, the Middle East and Germany. Live broadcasts will feature players showing off their “Game Face” makeup routines as they share what playing with confidence means to them. Players will also unbox special Benefit Cosmetics makeup items, try out products for viewers, and chat with their favorites. On top of that, Benefit Cosmetics will be offering special “Game Face” features on social media to highlight this program, who it is and the importance behind it! PLUS special Twitch-exclusive giveaways during broadcasts for those watching!

Benefit Cosmetics is committed to expanding its network of streamers to include all players who love beauty and makeup. Departure June 21st, anyone interested in play and beauty can participate for a chance to collaborate and receive program benefits through Benefit Cosmetics will host additional live broadcasts to bring visibility to independent player channels, continue to offer subscriptions to provide financial support, and sponsor makeup and merchandise giveaways to interact with fans of the streamers.

“By expanding the Game Face program and our presence on Twitch, we hope to build deeper connections with the rising generation of gamers,” said Toto HaBa, Senior Vice President of Marketing and Communications at Benefit Cosmetics. “Our goal is to create a space where they can explore and combine their interests in beauty and play and ultimately feel empowered to make the most of themselves. “Game face” so they can play and stream live with confidence. I hope to see more beauty brands tapping into the video game industry to support and showcase underrepresented talent. ”

Despite a growing presence on Twitch and in the gaming community at large, players who identify as women continue to face challenges such as harassment and under-representation. Founded on the mission to inspire and empower women, Benefit Cosmetics is committed to finding new ways to connect with beauty players and fans around the world. The expansion into Twitch is a way for the brand to modernize the way it connects with under-represented groups beyond women in gaming beauty communities.

About Benefit Cosmetics:
Benefit Cosmetics is the San Franciscomakeup brand that believes laughter is the best cosmetic. Benefit is the # 1 eyebrow brand in the world * and is synonymous with fun, instant beauty solutions. Founded in 1976 by twin sisters Jean and Jane, the beauty brand has swept the world with one-of-a-kind cult products like Benetint, They’re Real! Mascara, the base for the POREfessional face, Hoola Bronzer, Precisely, My eyebrow pencil and Gimme Brow +. Benefit is one of the industry’s fastest growing premium beauty brands, with locations in 59 countries on 5 continents. With over 3,000 eyebrow bars and over 6,000 beauticians worldwide, Benefit has become the eyebrow destination for products and services! Benefit is part of the world’s leading luxury goods group, Louis Vuitton Moët Hennessy.


Marko Baljak, Head of Public Relations and Digital Marketing, [email protected]

Olivia kolarich, Senior Public Relations Coordinator, [email protected]

* Based on estimated total worldwide retail sales of premium eyebrow products from January to december 2020

SOURCE Benefit Cosmetics

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