Chipotle announces copromotion deal with makeup major and RuPaul Drag Race stars

In California, e.l.f Cosmetics has partnered on a line of vegan makeup inspired by the plant-based offerings at burrito bastion Chipotle. 

e.l.f.’s offerings include eyeshadow palettes—with colors named after Chipotle items, such as sofritas, pinto beans, or guacamole—as well as the “Make it Hot” lip gloss inspired by the shade of the ubiquitous chain’s red salsa. Consumers can also get a makeup bag that resembles Chipotle take-out bags and a blending sponge shaped like avocado. Each product also comes with a coupon for free Chipotle chips. 

Concurrently, Chipotle will launch the Eyes. Chips. Face. Bowl., a vegan entrée created by RuPaul Drag Race contestants Trixie Mattel and Kim Chi. 

“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 press statement. “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.” 

The Eyes. Chips. Face. Bowl. is Chipotle’s first celebrity-backed menu item. It consists of white rice, pinto beans, roasted chili-corn salsa, tomatillo-red salsa, guacamole, and lettuce.  “Superfoods are a superpower,” Marchisotto said. “We love the Eyes. Chips. Face. Bowl and how it nourishes the body, ignites the taste buds, and invigorates the soul.”