The candy brand is teaming up with makeup company HipDot for a limited edition collection that includes a “milk chocolate” and “white chocolate” eye shadow palette with six shades each, as well as two lip balms and two makeup brushes.
The release is the latest addition to a list of food brands venturing into the beauty business. Peeps recently teamed up with HipDot for a luminous collection of eye shadow and makeup sponges. And in March, Chipotle (CMG) has partnered with elf Cosmetics to launch an eyeshadow palette, a “Make it Hot” lip gloss, a sponge set and a makeup bag.
Reese’s candy has satisfied millions of taste buds for so long, and when the opportunity presented itself to offer fans a new way to harness their other senses, it was too sweet a deal to let her. pass, “Jeff Sellinger, CEO of HipDot Cosmetics, mentioned of the partnership.
The limited edition collection comes as the beauty industry recovers from the pandemic. Wearing masks and the routine of working from home have negatively impacted cosmetics sales as consumers adopt low-maintenance lifestyles. Makeup sales fell 34% in 2020 from the previous year, according to market research firm NPD.
But as more Americans get their shots and start returning to work, companies like Sephora are taking notice and trying to lure shoppers outside of struggling malls. And grocery delivery company Instacart recently added makeup to the list of products consumers can purchase through its delivery platform.
The Reese makeup collection is now on sale at Ulta.com, HipDot.com, Hersheyland.com and Hershey’s Chocolate World.
CNN’s Parija Kavilanz contributed to this report.