Bye, so-called “strawberry makeup” — hi, Lipotle.
To celebrate National Avocado Day on Wednesday, Wonderskin has teamed up with Chipotle to launch its viral Wonder Blading Lip Stain Masque in a green hue, called Lipotle.
Retailing for $29, the limited-edition product offers up the same long-lasting color as the original Lip Stain Masque — which sells every 15 seconds — but in a guacamole- and foil-inspired color that peels off to reveal a rosy-nude stain.
“Wonderskin is a fun, community-forward brand that is very active on social media — and same for Chipotle, who our consumer also loves,” said Wonderskin brand director Marina Kalenchyts, calling the union a “natural fit.”
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Ten thousand units of the stain will be available for purchase direct-to-consumer on Tuesday, not only commemorating Chipotle’s signature guac — but aiming to last through a meal of it.
“We’re known for our waterproof, transfer-proof technology,” said Wonderskin chief executive officer Michael Malinsky, adding that the collab “also [nods to] the rise of mukbangs on social media,” highlighting consumer need for durable makeup products.
Indeed, mukbangs — a South Korean term which translates to “eating shows” — are on the rise on platforms like TikTok, where Wonderskin has sold more than 110,000 units of its signature lip stain and counting. A prevailing run of food-beauty crossover trends — most recently the plummy-purple “pomegranate makeup” and Benefit Cosmetics-coined “jelly-donut blush” — also dominates on the platform.
“There’s a very visual and fun nature to the product which lends itself well to social media; it’s easy to interrupt your attention with it, but it’s also easy to demonstrate the benefit and the ‘wow’ factor,” said Malinsky of the stain, which in its signature form applies with a sparkly blue sheen across more than 10 shades.
Previously, the brand launched a limited-edition black version of the stain to commemorate Black Friday, though this launch marks Wonderskin’s first-ever collaboration. Chipotle, meanwhile, tested the beauty waters with two limited-edition E.l.f. Beauty partnerships in 2020 and 2021, and is now re-entering the burgeoning arena of beauty collabs.
“We’re expecting this to be one of those ‘boom — and it’s gone’ moments,” said Malinsky.
