chipotle burrito
[Photo by: William Brinson]

Yes, you read the headline correctly. Chipotle is officially launching its own makeup collection with elf Cosmetics. As expected, the line’s items are inspired by the same Chipotle order you’ve probably had since you were 11.

Naturally, the rather unexpected makeup collection is dividing Chipotle fans for a few reasons that may surprise you.

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On Thursday, Chipotle announced its branching into the beauty industry. On Mar. 10, the company is officially launching a new makeup collection with elf Cosmetics. The line includes an eyeshadow palette ($16), the hot sauce-inspired Make It Hot Lip Gloss ($8), the Extra Guac Sponge Set ($10) and the Eyes Chips Face Makeup Bag ($18).

In particular, the eyeshadow palette is catching many people’s attention. The 12 color palette is inspired by Chipotle’s food items. From their bright green guac to the dark tones of their pinto and black beans, the palette includes a diverse array of shimmer, satin and matte shades to choose from.

As for the palette’s shade names, Chipotle didn’t overcomplicate things. The shades are literally named after the food items they are inspired by including “hot salsa,” “lettuce” and “guac.” The eyeshadow palette even comes with free chips and guac coupons.

[Photos via elf cosmetics]

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Following the announcement on Mar. 4, Chipotle fans flocked to social media to share their thoughts. Collectively, many are simply asking why Chipotle decided to launch a makeup collection.

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Meanwhile, others are actually intrigued by the new collaboration. In fact, many makeup enthusiasts are applauding both elf Cosmetics and Chipotle for releasing a cruelty-free and vegan collection.

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Of course, this makeup collection isn’t the only surprising collaboration from Chipotle recently. Back in December, Chipotle launched the new “Guac Is Extra But So Is Miley” burrito which is based on what Miley Cyrus actually orders from the food chain. Naturally, the internet had a lot of mixed reactions to this collaboration, too.

What are your reactions to Chipotle’s new makeup collection? Which items are you planning to buy? Let us know in the comments below.