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Farmacy is not the first beauty brand to announce online gaming to engage its consumer base. Last year, e.l.f cosmetics announced a tie-up with a popular Twitch gaming streamer (Lufu) to strengthen its position among the Gen Z female gamers. A survey they conducted found that 70 percent of their followers played video games, while 65 percent enjoyed watching others stream gaming content. So they collaborated with Lufu, who has 8 million followers, as a way to show support to their female Gen Z consumers trying to stand out in a male-dominated gaming world.