e.l.f. Cosmetics and Yonna Jay, a streamer with 1.5 million followers on Twitch, gathered 733 people at TwitchCon San Diego on November 14 to break the Guinness World Record for the largest simultaneous “Get Ready With Me,” e.l.f. Beauty said in a LinkedIn post, in a session that Twitch Head of Community Mary Kish told Net Influencer sold out the convention’s largest stage.

“733 people. One GRWM. A new Guinness World Record,” e.l.f. Beauty wrote on LinkedIn. Twitch confirmed the record on X the same day. TwitchCon’s program billed the session as “The Largest e.l.f.ing GRWM Ever” and placed it in the Glitch Theater. Attendees were promised a free kit of e.l.f. products to keep.

The session streamed live on Twitch’s main channel and on e.l.f.’s channel. Yonna Jay, a nominee for Best Breakout Streamer at the Streamer Awards on November 12, also streamed the day on a personal channel. A Guinness World Records adjudicator appeared on stage, and the certificate shown on the stream reads “the most people applying make-up simultaneously.”

Kish, profiled by Net Influencer in March, spoke with Net Influencer at the convention a few hours after the session ended. “Seeing it in person and seeing us basically have to close the doors because we were sold out,” Kish said, describing the turnout. Every person in the room received a QR code to claim an individual record certificate, according to Kish. Twitch CEO Dan Clancy joined the creators on stage and “put on a full beat,” Kish said.

“Twitch is not passive,” Kish said. “It’s interactive.”

How the Record Attempt Came Together

The idea for a group “Get Ready With Me” came from e.l.f., according to Kish. Twitch then looked up the existing record. “We realized that it felt obtainable if we could get enough seats in the room, but we would have to sell out the auditorium,” Kish said.

That made the plan a risk for both sides. “I would never really want to promise a brand anything that we didn’t think we could deliver,” Kish said. The brand committed to giving attendees makeup kits and to having creators apply the products live on stage, according to Kish. “I think any good marketing campaign requires a bit of a roll of the dice,” Kish said.

RSVPs passed 800 by the day before the session, according to Kish. Twitch also had category data on its side. “Get Ready With Me” is up 43% year over year on Twitch, Kish said. On YouTube, the format is large enough that Net Influencer and ThoughtLeaders rank brands by share of voice inside GRWM videos each quarter.

e.l.f.’s Five Years on Twitch

The record follows a long run on the service. e.l.f. launched its own Twitch channel in May 2021 and called itself the first major beauty brand to do so, according to a company release. By October 2025, the channel had logged more than 43.3 million minutes watched, e.l.f. said.

The company tied the record to the reason it joined Twitch. “Gaming hasn’t always felt like a place for everyone,” e.l.f. Beauty wrote in the LinkedIn post, citing a figure that 77% of women on Twitch had reported being bullied on the service. “That’s why we built a home on Twitch: a safe space for every eye, lip and face.”

“They’re in the top 1% of channels, which is insane on Twitch, because they go live five times a week,” Kish said. “That is not a logo slap.”

e.l.f. has also tested commerce on the service. In October 2025, the company said it was the first brand to run a shoppable element inside Twitch streams, powered by Amazon Ads. On November 13, as TwitchCon opened with a slate of product announcements, Twitch made shoppable ads available to advertisers in the U.S. and Canada in an open desktop beta, Marketing Dive reported.

Twitch is one of several creator channels for the brand. An e.l.f. executive said in October that the company puts paid media behind creator videos that already perform organically, mostly from its TikTok Shop affiliates.

TwitchCon San Diego runs through November 15. The next edition is scheduled for Berlin on May 22 and 23, 2027.

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