Sephora is sponsoring an esports event for female gamers in their first-ever venture into the growing world of competitive gaming.

Sephora is sponsoring an esports event for female gamers in their first-ever venture into the growing world of competitive gaming. The GIRLGAMER Esports Festival will promote female gamers, and the makeup brand believes that “just as in the beauty market, gaming is no longer represented nor limited by genders.” The marketing move not only appeals to the Genreless Generation but taps a largely overlooked audience, and one that our Esports Levels Up report predicts will only continue to grow in coming years. (The Esports Observer)