Makeup and Gaming Collide in e.l.f. Cosmetics' Most Epic TikTok Challenge Yet

It's no secret that the world of online gaming can be a male-dominated and singular space, but e.l.f. Cosmetics is hoping to change that. After all, who says you can't be interested in both gaming and makeup? Besides, anyone who's ever experienced the confidence-boosting effects of a *winning* beauty look knows how far makeup can take you — including the finish line.

To celebrate the launch of the new e.l.f. You Twitch channel, which e.l.f. Cosmetics created to uplift gamers and to empower women content creators, the brand announced its latest TikTok hashtag challenge #elfgameup. From May 10 to June 6, TikTok users can post a video of their gaming beauty look using the hashtag and audio. The brand even created an #elfgameup set ($44) you can shop for the occasion!

The seven winners will be announced on June 7 at the e.l.f. Cosmetics TikTok Gamers Got Talent finale, and will score everything they need to turbo-charge their gaming and content creation career. We're talking the ultimate streaming setup; e.l.f. Cosmetics products; a stream with professional gamer @loserfruit, one of the biggest women gamers on Twitch; and a chance to host the e.l.f. You Twitch channel. It's going to be epic, so boot up, glow up, and get that W!