New York City’s West Village got a taste of ELF Cosmetics’ new limited-edition collection, “ELFing Sweet” with Dunkin’ Donuts Tuesday morning, as the brands called upon beauty enthusiasts to “wake up and makeup.”

Consumers lined up outside 414 West 14th Street to grab a Dunkin Donuts’ bag labeled “The Classic Dunkin’ Stack” from outside a large, makeshift popup window of a strawberry frosted donut with rainbow sprinkles.

“We’ve long admired the genuine connection ELF Cosmetics forged with their community and believe it mirrors the connection we have with our Dunkin’ fans,” said Peter Callaro, vice president of integrated marketing communications, Dunkin.’ “We’re thrilled to team up with ELF to bring Dunkin’ devotees an exciting, new way to power their ‘get-up-and-go’ daily routine.”

In line with breakfast time, each Dunkin’ Donuts-inspired bag contained the essentials to apply a quick and beautiful day look: eyeshadow, primer, lip exfoliant and gloss.

The Dunkin’ Dozen Eyeshadow Palette ($16) comes in 12 shades of pigmented matte and shimmery blendable eyeshadows from pale pinks to ocean blue, white, pink, yellow and dark-brown inspired by the brand’s most famous flavors: strawberry frosted with sprinkles, chocolate frosted with sprinkles and Boston Kreme. What’s more, the application brushes are Dunkin’ Donuts’ famous straws. Goodie bags also included the Coffee Lip Scrub ($6), which gently exfoliates the lips with the rich flavor of Dunkin Donuts’ signature coffee scent to reveal smooth lips, prepping them for the Glazed for Days Lip Gloss Set ($12). The keychain glosses come in orange and pink and leave lips looking and feeling as beautifully glazed as a Dunkin’ Donut.

The bags also contained ELF’s fast-selling primer, Donut Forget Putty Primer, made with a soft, sweet-smelling texture to smooth out and perfect the complexion and a donut-shaped face sponge ($9) used for gentle application.

One fan of ELF Cosmetics, D’Shonda Brown, sugarcoated her love of the brand.

“ELF Cosmetics was one of the first beauty brands I ever started to love, because it’s so affordable and I started using it when I was in college,” she said. “I loved that ELF has consistently been super accessible, whether it’s the brushes, the primer, the concealer—it’s so easy to use. And the Putty Primer is amazing, especially because I have really oily skin. So when I put it on, it has this very pretty matte finish without my skin feeling filmy, or ashy or dusty.”

“It’s super fun,” said attendee Lisa Azcona. “ELF has always been super innovative with how they partner with different brands, and then their presence on social media, especially TikTok is very standout.”

The cosmetics brand tapped TikTok star and makeup artist Mikayla Nogueira as the ELF x Dunkin’ Ambassador. In a press release, Nogueira called the brands her two favorites of all time and was “amped” to spread the word about the coveted collection.

At the four-hour popup experience, guests received sweet treatment from makeup artists Anna Bynum and Karen Teomi who donned jackets reading “ELFing Brewtiful” as they applied their eyeshadow to consumers’ delight.



The Classic Dunkin’ Stack Vault ($75) comprises the five-piece makeup collection with an ELF x Dunkin’ reusable cup and straw-inspired brush set and makeup bag; cups will be filled with a $5 Dunkin’ coupon code. Available at elfcosmetics.com.