The leading expert in men’s grooming and the leading service for multiplayer entertainment have announced an ongoing alliance.

Gillette and Twitch have teamed up for the return of the Gillette Gaming Alliance, the collaboration will create content for their fans, a continuation of a partnership that began in 2017.

Each of the Alliance members was selected to represent the brand and create customized content to engage with millions of viewers and fans worldwide. The Alliance consists of the biggest Twitch streamers: DrLupoNateHill, DogDogAlanzoka, and Elded.

In addition, members of the Gillette Gaming Alliance will support the “Bits for Blades” program, which provides fans with the opportunity to earn Twitch Bits, a virtual good that participants can use to send in chat to support and cheer for their favourite streamers. To participate, Twitch users who buy Gillette products through will enter a unique promo code at check out and will receive an email code following their purchase to redeem their Twitch Bits.

“Gillette is dedicated to providing the tools and support men need to bring their ‘A’ game each and every day,” said Gary Coombe, CEO of Gillette. “We are bringing this spirit to our partnership with Twitch by providing our Alliance members, players, and consumers with a world-class grooming routine to help them face the challenges ahead with confidence.”

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