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Introducing the Beauty Industry’s First Ever Tournament for Women In Gaming

NEW YORK (Thursday, April 21, 2022) Benefit Cosmetics’ global Game Face program introduces the beauty industry’s first ever tournament series for women in gaming, continuing its commitment to engaging, supporting and empowering new communities of women in gaming. The initiative will be hosted on Rival’s fan engagement platform, marking Rival’s first partnership in the beauty industry and first tournament series exclusively for women.

Kicking off on May 7 with the Apex Legends Invitational, the Game Face Tournament Series will consist of nine tournaments throughout the year for a total prize pool of $25,500. Three of these events will be hosted by Benefit Cosmetics’ title sponsor, Electronic Arts, to play the massively popular character-based battle royale game Apex Legends to compete for a prize pool of $13,500. Apex Legends tournaments will be led by captains from gaming groups Black Girl Gamers and The GameHers, both of which share our mission to empower women in gaming. The remaining six events will be played at an amateur level, open to all female-identifying gamers in the US.

The Game Face Tournament Series will be hosted on the newly launched Benefit Cosmetics gaming community site, powered by consumer engagement platform provider Rival. On the site, participants can view the full tournament schedule and sign up to participate in our community events. In addition, every tournament will be streamed on Benefit’s Twitch Channel and produced by an exclusively female-identifying crew at Enlight.

Launched in the U.S. and Australia in 2020 and globally in 2021, Game Face was created to connect the beauty and gaming communities while supporting and championing women in gaming. Because despite a growing presence in the gaming community, gamers who identify as women continue to face challenges like harassment and underrepresentation. 

“By expanding the Game Face campaign with the beauty industry’s first-ever tournament series for women in gaming, and by offering a substantial prize pool, we’re investing in the careers of the underrepresented in gaming,” said Toto HaBa, SVP of Marketing & Communications at Benefit Cosmetics. “We hope this tournament series continues to foster deep connections amongst the gaming community from the professional gamer to the avid viewer. In partnering with like-minded female gaming groups and production companies to bring this campaign to life, we’re not only supporting women gamers but the entire gaming ecosystem.”

As an innovator and boundary-breaker at the cross-section of beauty and esports, Rival is thrilled to build on Benefit Cosmetics’ commitment to empowering women through gaming,” said Rival CMO Dan Parise. “The Game Face Tournament Series marks Rival’s first with a female-first, pioneering consumer brand, and we are proud to collaborate with and support Benefit with our platform and resources.”

About Benefit Cosmetics’ Game Face

The Game Face campaign was originally launched in 2020 exclusively in the U.S. and Australia with the goal of connecting the beauty and gaming communities as well as supporting and championing more women in gaming. Benefit Cosmetics partnered with female-identifying gamers, encouraging them to get their “Game Face” on using Benefit Cosmetics’ makeup and to show off their best livestream looks with confidence.

With the success of the pilot campaign, Game Face evolved into a global program with the launch of Benefit Cosmetics’ official Twitch channel ( in June 2021, bringing together the leading beauty and no. 1 brow brand worldwide and the world’s leading live streaming platform for gamers. To kickoff the channel launch, Benefit Cosmetics hosted streams on Twitch for a full week, partnering with 20 gamers from the U.S., U.K., France, Canada, Brazil, Australia, the Middle East and Germany. The livestreams featured gamers showing their go-to “Game Face” makeup routines and shared what playing with confidence means to them. Gamers also unboxed special Benefit Cosmetics makeup hauls and tried on products for viewers. Expanding into Twitch was a way for the brand to modernize how it connects with underrepresented groups beyond women in gaming beauty communities.

In an effort to expand its network of streamers to include all gamers who love beauty and makeup, Benefit invited anyone interested to enter for a chance to collaborate and receive program perks through Benefit Cosmetics also hosted additional livestreams to bring visibility to the gamers’ independent channels, continued gifting subscriptions to offer financial support, and sponsored makeup and merchandise giveaways to engage with streamers’ fans. 

About Benefit Cosmetics

Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. Benefit is the No. 1 Brow Brand Worldwide* and is synonymous with fun, instant beauty solutions. Founded in 1976 by twin sisters Jean and Jane, the beauty brand has swept the world with one-of-a-kind cult favorite products like Benetint, They’re Real! Mascara, the POREfessional Face Primer, Hoola Bronzer, Precisely, My Brow Pencil and Gimme Brow+. Benefit is one of the fastest growing prestige beauty brands in the business with locations in 59 countries across 5 continents. With more than 3,000 Brow Bars with over 6,000 aestheticians worldwide, Benefit has become the brow destination for both product and service! Benefit is part of the world’s leading luxury products group, Louis Vuitton Moet Hennessy.

 *Based on estimated total global prestige brow product retail sales January – December 2020

About Rival

Rival provides a first-of-its-kind, enterprise platform solution that empowers companies and organizations to leverage the popularity of gaming and esports to acquire new customers, drive engagement, build a loyal community around their brands and create new revenue streams. Through its proprietary technology, Rival connects the massive global appeal and audience of gaming and esports with sports teams, leagues, brands and media properties. With operations in two continents, Rival’s current partnership roster includes the NFL’s Seattle Seahawks, Monumental Sports and Entertainment, NHL’s Florida Panthers, NBA’s Detroit Pistons, Aston Villa and Leeds of the English Premier League, as well as organizations including the Amateur Athletic Union (AAU) and Pop Warner Little Scholars. For media inquiries, please contact |

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