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Library/Product/e.l.f. x Dunkin' Makeup Collection
Grade B27 sourcesHIS-00142

e.l.f. x Dunkin' Makeup Collection

Product · 2022 · Viral

60Editable slideCertificate

Dunkin’ said its e.l.f. makeup collection’s vault sold out within 10 minutes.

Original · e.l.f. Cosmetics
Clip · @mikaylanogueira on TikTok
When @Mikayla Nogueira says the e.l.f. x Dunkin collection is literally iconic 😩💋 #elfxdunkin #elfcosmetics
@elfyeah on TikTok
The e.l.f. x Dunkin’ collection with palettes, primer, glosses, sponge, cup and straw-shaped brushes.
Dunkin’ / e.l.f. Cosmetics
The @elfyeah x @Dunkin' collab is the collab of my DREAMS!! Available on elfcosmetics.com for Beauty Squad Members March 31! Or @Ulta Beauty April 3! #elfxdunkin #AD
@mikaylanogueira on TikTok
Dunkin’ Donuts is taking over TikTok with viral make-up trend - Dexerto
Dexerto

Spread Score

How it works
Reach65Contagion35Breadth50Velocity100LongevityNo data yet60

Numbers

Agency-reported earned-media impressions, lower bound
5B
Self-reported · Movers+Shakers
Seed to peak
1 day
Mar 31 ’22 to Apr 1 ’22
Platforms
5
Started on Open web
Origin
Mixed
Beauty & personal care

Mechanics

  • Scarcity dropPrimary
  • Platform jump
  • Visible in use
  • Sell-out loop
  • Press loop
  • Identity badge

How it spread

Trace the origin

e.l.f. and Dunkin’ launched makeup after Mikayla Nogueira’s paid preview. The vault sold out within minutes, according to Dunkin’. Planned TikTok ads, Ulta stores and a New York pop-up supported the launch; independent YouTube reviews followed.

Apr ’22MayJunAugOctDecMar ’23MayJunOpen webTikTokPressRetailYouTube
Open webTikTokPressRetailYouTube

13 more events on this chart

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Timeline (16)

  1. March 2022

    e.l.f. Cosmetics and Dunkin’ precursor · Mar 30 ’22

    e.l.f. and Dunkin’ announced a limited-edition makeup collection.[1][2][24][26]

    Open the first post ↗

  2. @mikaylanogueira precursor · Mar 30 ’22

    Mikayla Nogueira previewed the collection in a paid TikTok captioned #AD.[3][4]

    The @elfyeah x @Dunkin' collab is the collab of my DREAMS!! Available on elfcosmetics.com for Beauty Squad Members March 31! Or @Ulta Beauty April 3! #elfxdunkin #AD

  3. e.l.f. Cosmetics seed · Mar 31 ’22

    The collection became available to e.l.f. Beauty Squad members on elfcosmetics.com.[1][4][2][25]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 22 sources · Score 56
Origin
Mixed
Sector
Beauty & personal care
Region
US
Agency-reported earned-media impressions, lower bound
5B
Self-reported · Movers+Shakers
Evidence
Grade B

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Official Gap x LoveShackFancy image grid showing the collection.

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How the next thing spread, the week it does.

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Apr ’22MayJunAugOctDecMar ’23MayJunOpen webTikTokPressRetailYouTube
Open webTikTokPressRetailYouTube

13 more events on this chart

Join free to see them

  1. March 2022

    e.l.f. Cosmetics and Dunkin’ precursor · Mar 30 ’22

    e.l.f. and Dunkin’ announced a limited-edition makeup collection.[1][2][24][26]

    Open the first post ↗

  2. @mikaylanogueira precursor · Mar 30 ’22

    Mikayla Nogueira previewed the collection in a paid TikTok captioned #AD.[3][4]

    The @elfyeah x @Dunkin' collab is the collab of my DREAMS!! Available on elfcosmetics.com for Beauty Squad Members March 31! Or @Ulta Beauty April 3! #elfxdunkin #AD

  3. e.l.f. Cosmetics seed · Mar 31 ’22

    The collection became available to e.l.f. Beauty Squad members on elfcosmetics.com.[1][4][2][25]

  1. owner response · Mar 31 ’22

  2. commercial · Mar 31 ’22

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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