Benefit Cosmetics launched its official channel on Twitch to continue standing by women and empowering them in the world of gaming, and to engage all beauty lovers in this space through this world leading live streaming platform. Thanks to this launch, Benefit Cosmetics evolved its “Game Face” campaign into a global program that – as its name suggests – is about women putting their game face on using Benefit Cosmetics’ makeup and beauty marvels to show off their best livestream looks with confidence.

And that’s not all, as starting July 2021, Benefit Cosmetics Middle East will be launching its own regional Twitch channel as well and it will be entirely in Arabic. How about that to start conversations with women across the region? Health, beauty, gaming and music, all will be discussed with female experts and talents from the Middle East so we can get the best of the best as Benefit Cosmetics has always accustomed us to.