Gen.G Expands Women’s Initiative with Benefit Cosmetics Partnership

Esports organization Gen.G has teamed up with Benefit Cosmetics to develop a weekly video series focused on the beauty routines and stories of four women who are professional streamers. Among the series’ guests will be Gen.G head of new gaming initiatives Kristen “KittyPlays” Valnicek. Cosmetics brand partnerships remain rare in esports, and this marks one of the first times such a brand has directly partnered with a competitive team.

Last year, Benefit Cosmetics sponsored the GIRLGAMER festival in Sydney, Australia. 

Gen.G has made a concerted effort to promote women in esports over the last 18 months. In October of 2018, the organization established an all-women Fortnite team. More recently, Gen.G signed a deal with networking/dating app Bumble focused on the women of its Fortnite squad and streamer roster.

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