The collection is inspired by Chipotle’s plant-based menu items. “you didn’t know you were craving,” the companies announced Thursday.
Starting March 10, the e.l.f. x Chipotle collection will be available featuring an eyeshadow palette, lip gloss, face sponge set and a makeup bag that looks like Chipotle’s tortilla chip bag.
The centrepiece of the collection is a burrito-inspired eyeshadow palette featuring the colours of Mexican ingredients like black beans, guacamole, and salsa.
The rest of the collection consists of a makeup sponge shaped like an avocado, a makeup bag shaped like a tortilla chip, and salsa-themed lipgloss. Anyone who buys it will receive a coupon code for an order of chips and guac at Chipotle.
“There is nothing tastier or prettier than the combination of burritos and makeup!” Kory Marchisotto, e.l.f. Beauty’s chief marketing officer, said in a statement.
Marchisotto added that the vegan-friendly cosmetics company and the Mexican food chain “share the same renegade spirit and are both committed to bringing the best ingredients to our consumers.”
Last spring, e.l.f. and Chipotle launched a limited-edition bundle that sold out in only four minutes.
“We’re always looking for opportunities to lead culture and make authentic connections with Gen-Z alongside brands that share similar values,” said Tressie Lieberman, Vice President, Digital Marketing and Off-Premise, Chipotle.
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The makeup collection ranges from $8 to $18 and will be available on elfcosmetics.com, chipotlegoods.com, and on the mobile-first virtual shopping platform, NTWRK.
In addition, Chipotle is offering a beauty-inspired all-vegan entrée called the Eyes. Chips. Face. Bowl, which will be available from March 10-17.
The bowl includes white rice, pinto beans, roasted chili-corn salsa, tomatillo-red salsa, guacamole, lettuce and a side of chips. It comes pre-built with vegan ingredients, and it marks the first time Chipotle has introduced a menu item in collaboration with another consumer brand.
The collection is available from both companies’ online stores, as well as Chipotle’s live-shopping platform NTWORK.
“E.l.f and Chipotle both operate in the zone of disruption and breaking boundaries and moving outside of the expected,” e.l.f. CMO Kory Marchisotto told Glossy. “Chipotle shares our values and aspirations to engage with consumers in totally new ways.”
