International: Global beverage major Coca-Cola has ventured beyond drinks into the beauty sector, unveiling a decorative cosmetics collection in collaboration with Brazilian cosmetic designer Bruna Tavares. The limited-edition line, launched this month, features a range of products including eyeshadow palettes, lip glosses, balms, mascara, stick blush and makeup accessories, all styled with Coca-Cola’s iconic branding elements.
The collection’s design draws heavily on Coca-Cola’s visual identity. Eyeshadows are presented in bright red branded cases with the company’s logo on the lid, while one of the lip balm shades mirrors the drink’s signature red colour.
A stick-format blush resembles a classic Coca-Cola can, and mascara comes in hues inspired by the deep cola tone. In total, the launch comprises 15 distinct products, aimed at consumers looking to blend beauty with lifestyle aesthetics.
Coca-Cola described the collaboration as an attempt to position makeup as a “refreshing ritual,” likening the experience of applying the cosmetics to the pleasure of opening an ice-cold Coke on a warm day.
The campaign reinforces the brand’s strategy of expanding its footprint into culture and lifestyle, beyond traditional beverage markets.
This is not Coca-Cola’s first foray into beauty: the company previously partnered with Morphe in 2021 on a cherry-flavoured cola-inspired makeup line, including eyeshadows, blushes and lip products. The new Bruna Tavares collection builds on that earlier collaboration, signalling Coca-Cola’s continued interest in leveraging its brand equity in the fast-growing beauty segment driven by social media trends and consumer lifestyle shifts.
Industry analysts say such cross-category moves reflect broader brand extension strategies among legacy consumer goods companies seeking relevance with younger, lifestyle-oriented audiences. The success of similar partnerships will be closely watched, particularly as Coca-Cola seeks to blend nostalgia with contemporary culture through this cosmetics launch.