Beauty Partnerships Can Help Break Through With Female Gamers

Female audiences accounted for 37% of U.S. gaming viewers on YouTube from June 2024-July 2025, highlighting an area for growth – but one that's been tough for the genre to break through thus far.

Tubular Labs' recent report, Unexpected Partnerships: Unlocking New Opportunities, showcases how those dynamics can change, however, including one notable example of how they did via a gaming partnership with Fenty.

• Launching a limited edition makeup collection based on characters from Arcane, Fenty Beauty helped spur 1.2 million Instagram Reels engagements with official account posts around the partnership.
• Additionally, fans added another 1.6 million engagements with user-generated content, sharing excitement about the campaign in a way that brought female gamers into the conversation (where they may not have felt like they were before).
• Tubular highlights how low overlap is between beauty channels and U.S. female gaming audiences between 25 and 34 years old; so partnerships like this result in high outreach (on both sides) to new audiences – and potential customers for brands involved.

Learn more about the potential of these unexpected social video partnerships by downloading Tubular's report.