Every day, the beauty industry takes further steps into the digital world. From metaverse ventures to beauty-specific DAOs and exclusive social media campaigns, consumers are being offered innovative and interactive ways to connect with their favorite brands via online spaces. To keep audiences entertained with new ways to consume, several companies are testing the waters with different social platforms to see what engages their followers the most. The latest app to be taken under the wing of cosmetics brands, gaining significant traction, is Twitch, the live-streaming platform best known for broadcasting esports competitions and video game streams.With over 8.042MM active users on the platform, and 39% of beauty fans also playing video games, with 22% enjoying esports, Twitch holds various opportunities for beauty brands to market their products in an engaging way on a less saturated platform. Twitch has been previously experimented with by brands such as MAC, and has recently seen a significant increase in attention from cosmetics companies. This comes a little over a year since Twitch user yayayayoung told BeautyMatter, “The beauty space is pretty much non-existent on Twitch.” Today, this could not be more different, with esteemed beauty brand NYX Professional Makeup hosting on-site booths at the platform's event, TwitchCon, which saw over 20,000 live-stream lovers head to the San Diego Convention Center in early October.NYX Professional Makeup integrated beauty and gaming through their offering of digital artists, who worked with event attendees to create avatars that showcased their personalities, bringing their online presence to life.