- Elf Cosmetics apologized three weeks after a controversial stream of Twitch.
- The cosmetics brand tried to turn to streaming but did not include black creators.
- A black creator said she was snubbed despite more community support on Twitter.
- See more stories on the Insider activity page.
Elf Cosmetics is the first big makeup brand to launch a
channel, but the creator-marketing pivot in streaming did not go as planned. The famous pharmacy line, an acronym for “Eyes, Lips, Face,” posted apologies on Twitter for not including black creators and other underrepresented demographics among influencers featured in its launch.
“At elf, we strongly embrace diversity and inclusion and are committed to ensuring that our talent and our partners reflect our commitment to future flows,” the brand said. He also asked for suggestions and feedback.
-Corsica (@corsica_nostra) May 28, 2021
The apology, published more than three weeks after the launch, was met with a continuous cascade. The first event on the channel on May 9 featured more guests and segments to promote the brand’s products, and Elf has since aired additional conversations between creators, including one with a Black creator.
Elf Cosmetics did not immediately respond to a request for comment.
A black creator who received community support said she was “snubbed” by the brand.
Prior to the launch of the “twitch.tv/elfyou” channel, the brand asked its Twitter followers to volunteer for their “favorite beauty influencers who play”. A Black Twitch streamer running through Milady Confetti posted four of her looks under the tweet and received the most engagement by far, with 1000 likes.
—Confetti Quinzel 🎉 (@MiladyConfetti) May 5, 2021
But when Elf launched its stream, commentators were quick to point out that there were no black creators. Confetti he wrote that she was “snubbed” despite the most support from the fans.
“It was so bad, so I only worked with white women in my field, damn it in the same game category as me. Why be so cruel,” she wrote in response to the brand’s apology tweet. His response had more flavor than the apology tweet.
Confetti did not immediately respond to Insider’s request for comment.
A color designer who is not known for beauty has been invited
A former Twitch streamer posted that Elf approached her and invited her to the stream after reacting against the launch. But according to Sleepy Mia, she didn’t run anymore and was “never known” to do tricks, identifying another area where viewers say the brand could have done more research.
—SleepyMia ⚡🐥 # 1 Zapdos Fan (@TheSleepyMia) May 26, 2021
“I’m so confused because @elfcosmetics came to me to broadcast with them instead of working with the crowd of Black women and POCs who called them,” Mia wrote.
A drag performer criticized Elf’s flow
Elf has also been criticized by Twitch streamers as It’s Lucille, a drag-and-drop performer who posted a Twitter thread explaining what she said were other issues with the launch flow. She noted that Elf’s launch flow continued to use the word “female” to describe makeup consumers, despite the fact that there were men and non-binary makeup wearers.
—✨Lucille XOXO✨ (She / They) (@itslucillexoxo) May 10, 2021
“For more than three hours, you’ve only used the term‘ feminine ’when talking about your consumers and audience,” Lucille said. “When you finally mention people who aren’t binary, you don’t use the right tense. We’re not ‘a non-binary.’ Non-binary is an adjective, not a noun.”
Lucille also noted that Elf has always worked with makeup influencer Jeffree Star. Amanda Krause of Insider said in an analysis that makeup customers have judged brands based on more than just the product itself.
“Now, beauty fans say they have an afflicted heart watching their favorite companies seem to pick sales and advertising on the ally,” Krause wrote. “And experts argue that brands should cut ties with problematic influencers – regardless of their reputation – to support their words with action.”