Drag streamer reads Elf Cosmetics to filth after disastrous, ‘offensive’ Twitch make-up stream
Beauty brand Elf Cosmetics has been slammed for a Twitch stream that lacked diversity.
ELFYOU claims to be the first gaming beauty brand, “empowering female gamers and content creators”.
The stream, on 9 May, featured Twitch streamers Loserfruit and Autumn to promote the brand and give away voucher codes.
The brand is “committed to inclusivity and diversity” in order to combat male dominance in the streaming world.
However, the stream has been heavily criticised for failing to represent the wealth of diversity on Twitch.
Throughout the stream, the speakers referred only to “females” who game, rather than the more inclusive term “women”, and ignored trans people, non-binary people, drag queens or men who may want to wear make-up.
Non-binary people were eventually mentioned, but only in passing.
There were also comments in chat calling for the brand to include more women of colour in their campaign, as they focused solely on white streamers.
However, these comments were completely ignored. What’s more, a lack of moderation in the chat meant there was plenty of racism and misogyny.
Clips of the event include the two white streamers discussing the difficulty of finding the correct makeup shades, without referring to a diversity of skin tones.
What’s more, brands such as Gamer Glam Cosmetics have already been working in the gaming and makeup space – Elf are not the first.
You know what's upsetting, a million-dollar company can come in say they are the first makeup gaming company to wipe my existence as a Black woman trying to showcase REAL representation for everyone in this brutal gaming industry…CHIIILLLLLEEEEEEEEE 3 years GONE!! pic.twitter.com/mVNbHlvo2G
— Glam Daddy | GGC (@GlamDaddi) May 10, 2021
The focus on gaming also ignores the wealth of other streamers on Twitch who stream different types of content.
Since the stream, many streamers have taken to Twitter to voice their disappointment.
In a long thread, drag queen streamer Lucille summarised many of the issues of the stream.
“Honestly, @elfcosmetics, this Twitch stream was incredibly offensive. All joke aside, the fact that you couldn’t find not one single Black woman, focused only on WOMEN (despite the fact that more than just “females” use makeup), and didn’t prepare anything is embarrassing,” reads the first tweet.
Honestly, @elfcosmetics, this Twitch stream was incredibly offensive. All joke aside, the fact that you couldn't find not one single Black woman, focused only on WOMEN (despite the fact that more than just "females" use makeup), and didn't prepare anything is embarrassing.
— ✨Lucille XOXO✨ (She/They) (@itslucillexoxo) May 10, 2021
“You literally are purposefully ignoring the Black streamers in chat who have asked for more diversity. You didn’t have a mod to protect the chat.”
After the stream, streamer Fassfy (who has partnered with Elf) was criticised for pulling up Twitter accounts on stream of those who spoke out against the brand.
The type of tone deaf, clueless ppl @elfcosmetics decided to send their PR to. I won’t waste my time explaining to someone that has no range to understand why the launch was a flop for Black/POC creators in this space. https://t.co/H9UpZ9Uvan pic.twitter.com/PZix9WrSob
— Moderna McFlurby (@bettynixx) May 10, 2021
Many other streamers have since spoken out against Elf, creating more of a discussion than the event itself.
Respectfully spamming this in the @elfcosmetics chat.
Don't put out a tweet asking for 'all the awesome creators' in the space and then totally ignore the women of color.
Work with *ALL WOMEN* IN GAMING.
Listen to them in your chat right now. pic.twitter.com/3LTWaFzdSh
— askesienne • libby (@libbyk) May 10, 2021
I’ve been sitting on this all day and tryna find the words for what happened in the beauty industry. All I’ll say is this:@elfcosmetics If you cannot use your platform to invoke inclusivity or change, you don’t need a fucking platform.
— Breeedo ✨ (@breeedo_) May 10, 2021
— Kiwi 🥝✨ (@kiwionthesticks) May 10, 2021
And as a black male who does makeup, something that society ALWAYS demeans & vilifies, it was really rough coming just to see a sea of white women not knowing SHIT about makeup.
— CEEBEE ! (@CriticalBard) May 10, 2021
Elf Cosmetics failed to respond to a request for comment.