brand collaborations

Chipotle, Wonderskin Launch Guac-Proof Lip Stain

  

No, it’s not a product tie-in with “Wicked” or even a pricey new spa treatment. Lipotle lip stain is the latest dream child of oh-how-we-love-to-collaborate Chipotle.

This time, the fast-casual restaurant chain is partnering with Wonderskin, a popular beauty brand best known for its lip treatments.

The new product, wrapped in silver to remind people of Chipotle’s burritos, celebrates National Avocado Day. Lipotle is a limited-edition version of Wonderskin’s green Wonder Blading Peel and Reveal Lip Stain Kit. The original has become so TikTok famous that the company says one is sold every 15 seconds. Lipotle’s green masque peels off to show a new nude-pink lip stain payoff.

The kit costs $29, while a side of guacamole is free on July 31.

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Chipotle says the Wonderskin partnership makes a great brand fit, with the beauty brand’s cruelty-free and vegan product values aligning with its own mission to sell cravable food that is made responsibly.

Chipotle, based in Newport Beach, California, says the partnership is also important given the meteoric rise of the “mukbang,” those social media moments where people share videos of themselves eating something delicious, slurpy and messy.

"With the popularity of mukbangs on social media, we noticed our fans are in need of a smudgeproof lip stain to enjoy their Chipotle on-the-go," says Stephanie Perdue, Chipotle’s vice president of brand marketing, in the announcement. "We teamed up with Wonderskin to create the most iconic guac and foil-inspired lip stain ahead of National Avocado Day."

In the past, Chipotle has partnered with cosmetics brand E.L.F., “Street Fighter,” the popular video game franchise,  and fitness app Strava.

The news comes as Chipotle continues to fend off growing customer unrest, as many have taken to social media to complain of “shrinkflation”-inspired portion reductions.

During an earnings call webcast to investors last week, chief executive officer Brian Niccol responded to the uproar, which began with Fortune reporting that about 10% of the chain’s 3,500 locations have portion sizes that are outliers. Niccol says Chipotle is working to standardize “generous” amounts in all locations.

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