Makeup Brand Sephora Gets Into Esports With Girl Gamer Festival Sponsorship

Makeup brand Sephora decided to leave their comfort zone this week with the brand’s first ever esports sponsorship. Sephora partnered with the esports festival Girl Gamer, which encourages female gamers to claim their space in the esports industry.

The message behind Girl Gamer is clear: competitive video games are not just for boys. The festival is intended to encourage girl gamers to take their skills to the next level and compete in esports.

Sephora Marketing Director Paula Rocha declared the gender divide in gaming to be outdated. Rocha said Sephora decided to sponsor the event as part of their work to promote “differentiating experiences” for women.

Sephora is not the first cosmetics company or beauty brand to use an esports sponsorship to reach their consumers. Japanese luxury cosmetic label Shu Uemura partnered with Nintendo last year to create a Super Mario-themed line of products.

Taking its cue from Shu Uemura, Sephora plans to highlight Sonic the Hedgehog in their new line of face masks inspired by various pop culture icons.

The Girl Gamer festival takes place July 20-22 in Lisbon, Portugal and includes tournaments in Counter-Strike: Global Offensive, League of Legends, and Clash Royale. Registration for the event is available through The site is also running a contest to win free entry into the event including all travel and accommodation expenses.

The first Girl Gamer festival took place last year in Macau. Organizers say it attracted leading female players from around the world. This year they are planning to double the attendance thanks to new promotional partnerships.

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