Chipotle Releases 'burrito-proof' Makeup In Collaboration With A TikTok-famous Cosmetics Brand

Motivated by the rising trend of mukbangs, the fast-casual restaurant partnered with Wonderskin to introduce “Lipotle,” a lip stain launched in celebration of National Avocado Day.

Summary

Chipotle Mexican Grill has partnered with cosmetics brand Wonderskin to create a lip stain named “Lipotle,” according to a press release. This exclusive product was designed to celebrate National Avocado Day on July 31.

The “burrito-proof” Lipotle features a green, foil-inspired masque that, when peeled off, reveals a nude rose lip stain. It will be available in the U.S., U.K., and Canada through Wonderskin’s online platforms starting July 30.

This collaboration, aimed at social media enthusiasts, connects Chipotle with Wonderskin, an up-and-coming cosmetics brand whose lip stain products have gone viral on TikTok, boosting sales through TikTok Shop and Amazon.

Chipotle’s yearly celebration of National Avocado Day incorporates multiple marketing strategies the fast-casual chain has employed over the years. These include leveraging emerging channels, capitalizing on viral trends, and forming brand partnerships.

Stephanie Perdue, Chipotle’s vice president of brand marketing, explained in a press release that the partnership with Wonderskin was inspired by the social media popularity of mukbangs—live-streamed videos where creators eat and engage with their audience—and the demand for smudge-proof makeup.

In Wonderskin, Chipotle has found a partner whose products have gone viral on TikTok, resulting in significant sales through digital platforms such as TikTok Shop and Amazon. According to the press release, Wonderskin sells one lip stain—similar to the Lipotle offering—every 15 seconds. This collaboration marks Wonderskin’s first brand partnership in its four-year history.

“This partnership is a perfect blend of two trailblazing brands, both passionate about delivering top-notch, sought-after products as well as building loyal and robust communities. By merging Chipotle’s bold, flavorful essence with Wonderskin’s revolutionary beauty technology, we’re creating a one-of-a-kind experience and product that will captivate and delight our customers like never before,” said Marina Kalenchyts, Wonderskin’s brand director, in the press release.

Back in 2021, Chipotle collaborated with E.l.f., another pioneer in digital channels, to create a makeup collection inspired by the fast-casual chain’s burrito ingredients.

In addition to the Lipotle launch, Chipotle will celebrate National Avocado Day by offering a free topping or side of guacamole on July 31 with the promo code AVO2024 on the Chipotle app or website. Previous promotions for the “holiday” have included experiments with Threads and a cryptocurrency-inspired stock market simulation game.

According to the company’s most recent earnings report, Chipotle experienced an 11.1% increase in comparable restaurant sales in the second quarter of 2024. Chairman and CEO Brian Niccol attributed this growth to “successful brand marketing.”

Chipotle releases ‘burrito-proof’ makeup in collaboration with a TikTok-famous cosmetics brand