E.L.F Cosmetics and Dunkin’ have launched a Makeup Collection and Meant to Smell Like your Favorite Dunkin’ Coffee

Mar 30, 2022 By MarketDepth

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Dunkin Donuts Sign

E.L.F Cosmetics (NYSE: ELF) and Dunkin’ have launched a limited edition makeup collection and the products are meant to smell like your favorite Dunkin’ coffee and donut combo. Additionally, the makeup’s packaging will resemble the box’s used to package donuts instead of lip glosses and eye shadows. 

Available Starting April 3

The e.l.f X Dunkin line will launch Thursday on elfcosmetics.com as well at Ulta, online and in stores on April 3. The products will range in price anywhere from USD6 to USD16.

Previous Chipotle Line

In March, e.l.f Cosmetics previously collaborated with Chipotle for a limited edition makeup line, inspired by ingredients off its menu. That collection sold out in 72 hours. According to Chief Marketing Officer of e.l.f Beauty, Kory Marchisotto, several items were gone in minutes.

“The avocado makeup sponge was sold out in 2 minutes. My mind every day is thinking about what’s next. We’re always looking to partner with like-minded disruptors.”

Chief Marketing Officer of e.l.f Beauty, Kory Marchisotto

The makeup company, which launched 18 years ago, features affordable vegan and cruelty free products. Nevertheless, it did raise its prices earlier in the month, amid increased production and shipping costs. However, all of its items remain under USD30.

Looking for Unexpected Collaborations

According to Larissa Jensen, NPD vice president and beauty industry adviser, brands are always looking to enter into unexpected collaborations as a means to stay on trend and remain relevant for its younger shoppers.

“Our studies show that one-third of consumers in the 18-44 age range are likely to buy products from collaborations,” said Jensen