e.l.f. Cosmetics Teams Up with Loserfruit, One of the Biggest Female Gamers, to Connect with a New Generation of Fans

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics is championing female empowerment in a new digital frontier, venturing into video gaming to reach millions of passionate Gen Zs, who are less likely to engage in mainstream media. e.l.f. is teaming up with Loserfruit (Kathleen Belsten), a superstar creator who found fame on Twitch and has also built a strong following across multiple social platforms including YouTube, Instagram, and TikTok. Loserfruit (Lufu) will provide her audience – both fe