Wake Up and Makeup with e.l.f. x Dunkin’ Pop Up Shop
By Melody Rivera
On 5 April, e.l.f cosmetics and Dunkin’ celebrated the launch of their limited-edition makeup collaboration with a donut-shaped walk-through pop-up experience in the West Village of New York City at 414 West 14th Street. The pop-up shop was open from 8:00AM- 12:00PM EST.
Guests were welcomed by an oversized walk-up window where they were able to check out the entire e.l.f. X Dunkin’ collection. A makeup artist was also at the event touching up guests’ makeup while educating them on the collaboration. Free products were given out to everyone that attended in a Dunkin’ bag. Social Media Coordinator for Shadow Public Relations, the company that created the idea for the event, Cameron Price said having the event that early was essential to representing the collaboration.
“It also goes hand and hand with the morning and the coffee and the whole idea of the line,” Price says.
Dunkin’ and e.l.f also partnered with TikTok beauty influencer and makeup artist Mikayla Nogueira for the collaboration. She is now the official e.l.f. x Dunkin’ Ambassador. Manager of Education at e.l.f. Karen Teomi says having Nogueira as the perfect face for the collaboration because she is a Massachusetts native.
“She is also from Boston and Dunkin’ originated in Boston so it’s like the perfect combination of Mikayla who that is her heritage, that is her heart and she is just an amazing influencer,” Teomi said.
The collaboration originally launched 31 March on the e.l.f. website for e.l.f loyalty program members. The collection features 6 products with an array of donut and coffee-inspired shades, shapes, textures and scents ranging from $6-$22. The collection is available in stores at Ulta Beauty or online at elfcosmetics.com or ulta.com.