ELFYOU feed. (Tic)
Beauty brand Elf Cosmetics came under fire for a Twitch stream that lacked diversity.
ELFYOU claims to be the premier gaming beauty brand, âempowering gamers and content creatorsâ.
the flux, on May 9, featured Twitch streamers Loserfruit and Autumn to promote the brand and offer promo codes.
The brand is “committed to inclusiveness and diversity” in order to fight against male domination in the world of streaming.
However, the stream has been heavily criticized for not representing the richness of diversity on Twitch.
Throughout the stream, speakers referred only to âwomenâ who play, rather than the more inclusive term âwomen,â and ignored trans people, non-binary people, drag queens or men who play. might like to wear makeup.
Non-binary people were finally mentioned, but only in passing.
There were also comments in the chat calling for the brand to include more women of color in its campaign, as they only focused on the white banners.
However, these comments were completely ignored. Plus, a lack of moderation in the chat meant there was a lot of racism and misogyny.
The clips from the event include the two white streamers discussing the difficulty of finding the right shades of makeup, without reference to a diversity of skin tones.
In addition, brands such as Gamer Glam Cosmetics have already worked in the field of play and makeup – Elf is not the first.
You know what’s upsetting, a million dollar company can come and say they’re the first makeup game company to erase my existence as a black woman trying to present a REAL portrayal for everyone in this. brutal game 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 express their disappointment.
In a long thread, drag queen Lucille’s streamer summed up many of the flow’s issues.
âHonestly, @elfcosmetics, that Twitch stream was incredibly offensive. Joking aside, the fact that you can’t find a single black woman focused only on WOMEN (despite more than just ‘women’ using makeup) and you haven’t prepared anything is embarrassing, âreads -on first. tweet.
Honestly, @ elfcosmetics, that Twitch stream was incredibly offensive. All kidding aside, the fact that you haven’t found a single black woman, focused only on WOMEN (despite the fact that more than just “women” use makeup), and you haven’t prepared anything is embarrassing. .
– â¨Lucille XOXOâ¨ (She / They) (@itslucillexoxo) May 10, 2021
âYou are literally ignoring the black streamers in the chat who have asked for more diversity. You didn’t have a mod to protect the cat. “
After the stream, streamer Fassfy (who partnered with Elf) was criticized for posting the Twitter accounts of those who spoke out against the brand.
The type of your deaf, helpless ppl @ elfcosmetics decided to send their PR to. I won’t waste my time explaining to someone with no reach to understand why the launch was a flop for the creators of Black / POC 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 in the @ elfcosmetics discuss.
Don’t post a tweet asking for “ all the awesome designers ” in space, and then ignore women of color entirely.
Work with * ALL WOMEN * IN THE GAMES.
Listen to them in your chat now. pic.twitter.com/3LTWaFzdSh
– askesienne â¢ libby (@libbyk) May 10, 2021
I have been sitting on this all day and trying to find the words of what has happened in the beauty industry. All I’m going to say is this:@ elfcosmetics If you can’t use your platform to invoke inclusion or change, you don’t need a fucking platform.
– Breeedo â¨ (@breeedo_) May 10, 2021
– Kiwi ð¥â¨ (@kiwionthesticks) May 10, 2021
And as a black man who does makeup, something society belittles and ALWAYS diffuses, it was really hard to come just to see a sea of ââwhite women not knowing the shit about makeup.
– CEEBEE! (@CriticalBard) May 10, 2021
Elf Cosmetics did not respond to a request for comment.
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