# e.l.f. x Dunkin' Makeup Collection

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

- Owner: e.l.f. Cosmetics and Dunkin’
- Kind: Product
- Sector: Beauty & personal care
- Seed date: 2022-03-31
- Peak date: 2022-04-01
- Spread Score: 60 (Viral, provisional), v1.2
- Mechanics: Scarcity drop, Platform jump, Visible in use, Sell-out loop, Press loop, Identity badge

## Summary

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.

## Timeline

- 2022-03-30 — e.l.f. Cosmetics and Dunkin’ (Open web) — e.l.f. and Dunkin’ announced a limited-edition makeup collection.
- 2022-03-30 — @mikaylanogueira (TikTok) — Mikayla Nogueira previewed the collection in a paid TikTok captioned #AD.
- 2022-03-31 — e.l.f. Cosmetics (Open web) — The collection became available to e.l.f. Beauty Squad members on elfcosmetics.com.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/elf-dunkin-makeup-collection

Cite as: How It Spread (2026). “e.l.f. x Dunkin' Makeup Collection.” Case HIS-00142. Spread Score v1.2: 60/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00142