THE WHAT? Cult beauty brand e.l.f. Cosmetics has teamed up with U.S. fast food chain Chipotle Mexican Grill to launch a limited edition e.l.f. x Chipotle collection.
THE DETAILS The collection includes an eyeshadow palette, lip gloss, face sponge set and make-up bag, and is available on elfcosmetics.com, chipotlegoods.com, and on the mobile-first virtual shopping platform NTWRK.
It is the latest collaboration between the two companies, with the previous launch selling out in four minutes last spring.
Celebrating the partnership, Chipotle has created the Eyes. Chips. Face. Bowl, an all-vegan entrée curated by drag queens Trixie Mattel and Kim Chi.
THE WHY? An interesting cross-industry collaboration, e.l.f. Cosmetics is said to have teamed up with Chipolte due to its mission to ‘cultivate a better world through responsibly-raised food’ – an ethos that aligns with its cruelty-free and vegan products.
Targeting younger consumers, Tressie Lieberman, Vice President, Digital Marketing and Off-Premise, Chipotle, said, “We’re always looking for opportunities to lead culture and make authentic connections with Gen-Z alongside brands that share similar values.”
Meanwhile Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, continued “We have long admired Chipotle and we are thrilled to come together to do things that neither one of us have done before. We share the same renegade spirit and are both committed to bringing the best ingredients to our consumers at extraordinary prices.”