Core Insights - e.l.f. Cosmetics has announced a partnership with Twitch to introduce a new in-stream live-shopping feature, marking a first for the platform [1] - This collaboration aims to enhance e.l.f.'s engagement with the Twitch community, allowing viewers to purchase products directly during streams without interruptions [1] Company Summary - e.l.f. Cosmetics is a brand under e.l.f. Beauty, which is publicly traded on NYSE under the ticker ELF [1] - The partnership with Twitch is designed to leverage e.l.f.'s existing popularity within the gaming and streaming community [1] Industry Summary - The integration of live-shopping features on streaming platforms represents a growing trend in e-commerce, particularly among younger audiences who frequent these services [1] - This innovative approach could set a precedent for other brands looking to engage with consumers in real-time through digital platforms [1]