Loserfruit Partners With e.l.f. Cosmetics to Promote Beauty Products – The Esports Observer|home of essential esports business news and insights


Australian Fortnite player and variety streamer Kathleen “Loserfruit” Belsten has partnered with Oakland, California-based cosmetics and skin care company e.l.f. Cosmetics. 

Financial terms of the deal were not disclosed.

With this new partnership, the 27-year-old Belsten will work with e.l.f. on activations on her various channels related to the company’s line of beauty and skin care product lines as part of a campaign called Lufu x e.l.f. Cosmetics. That content will also be shared via e.l.f. Cosmetics’ social channels. 

In addition, Belsten will launch e.l.f. U in early 2021. The goal of this initiative is to connect with Belsten’s female fans and introduce her male viewers to e.l.f.’s skincare and cosmetics.

In its announcement, e.l.f said that it worked closely with gaming content agencies LiveCraft and eGen eSports to develop the Lufu x e.l.f. Cosmetics campaign.

Belsten has more than 8M followers on various streaming and social media platforms, including 2.1M followers on Twitch, 1.6M on TikTok, 1.2M on Instagram, 558.1K on Twitter, and 2.88M subscribers on YouTube.

Belsten’s other partners include ASUS’ Republic of Gamers, CORSAIR, and GYMSHARK.


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