The Chipotle line is one of the most iconic parts of the brand. So when we saw fans on social media comparing it to a makeup palette, we figured why the e.l.f. not and designed an entire line of makeup products inspired by the restaurant – including a mini Chipotle line eyeshadow palette.
The e.l.f. x Chipotle collaboration was inspired by real conversations our fans were having on social about making the iconic Chipotle line into a makeup palette.
The production of the e.l.f. x Chipotle collaboration involved marketing, tech, production and supply chain teams. The product was carefully designed to match the Chipotle restaurant experience and tens of thousands of units were produced and sold.
We stopped GenZ and the press in their scrolls: the collaboration drove more PR and social buzz than any campaign in Chipotle or e.l.f. brand history.
The product sold more than 8,000 units in the first hour. Then sold out and began reselling on eBay at a 500% markup.
Influencers and fans drove 200 million impressions across social channels, and Trixie and Kim Chi’s YouTube video became one of their highest performing ever – reaching the top 20 on the YouTube Trending chart.
The collaboration earned 4 billion PR impressions and unpaid reviews from Stephen Colbert and Drew Barrymore.
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