Behind the Disruptive Deal Between Chipotle and e.l.f.

In a press release today, fast casual restaurant chain Chipotle Mexican Grill (NYSE: CMG) and cosmetics and personal care company e.l.f. Beauty, Inc. (NYSE: ELF) revealed their plans for a rather unusual collaboration. e.l.f. is planning the release of a beauty collection based on Chipotle's food and branding, to include both cosmetics and accessories, entitled the "e.l.f. x Chipotle collection."

"There is nothing tastier or prettier than the combination of burritos and makeup," according to e.l.f.'s Chief Marketing Officer Kory Marchisotto, who added that the two companies "share the same renegade spirit." Both enterprises use popular contemporary approaches to make their products more appealing to consumers, including Chipotle's use of "responsibly raised food" and e.l.f.'s focus on picking cruelty-free, vegan ingredients.

Image source: e.l.f. Beauty, Chipotle Mexican Grill.

Source Fool.com