On Wednesday, April 16, 2025, Burger King announced the return of its popular partnership with beauty influencer Mari Maria, launching a special combo that includes unique glosses inspired by the fast-food chain's flavors. This collaboration, which first debuted in 2024, has quickly become a sensation, appealing to both fast-food lovers and beauty enthusiasts alike.
The "Combo Mari Maria BK" offers consumers a choice of a sandwich—such as the BK Taste 1.0, Whopper Furioso, Whopper Rodeio, or Whopper Barbecue Bacon—along with a filled cone (either pistachio or dulce de leche) or a small fries, and a free refill drink. This exclusive combo is priced at R$ 64.90 and is available for a limited time, while supplies last, in selected stores across Brazil.
Three gloss options are available as part of this promotion: the Fire Kiss BK Taste, inspired by the chain's signature Taste sauce; the Ice Kiss BK Doce de Leite, which draws inspiration from the brand's desserts; and the Ice Kiss Pistache, a returning favorite from last year's collaboration. Each gloss not only reflects the flavors of Burger King's offerings but also aims to enhance the consumer experience by blending food and beauty.
According to Igor Puga, CMO of Zamp, the master franchisee of Burger King in Brazil, the decision to revive this collaboration comes after the overwhelming success of the initial launch, which saw all the gloss flavors sell out in less than two days. "Our response comes with scale and reinforces how listening to the public is part of our way of building the brand," Puga stated.
Mari Maria, the founder of Mari Maria Makeup and a prominent figure in the beauty industry, expressed her excitement about the renewed partnership. "I’m extremely happy to resume this collaboration. Our first campaign was a great success, and now we return with the novelty of two exclusive glosses and an even broader audience reach. It’s very important for me and the brand that people have increasingly positive experiences. I hope everyone enjoys the new launches and takes full advantage of the promotion," she commented.
The initial collaboration between Burger King and Mari Maria took place in November 2024, exclusively in the states of São Paulo and Rio de Janeiro. It featured three gloss flavors: Fire Kiss BK Furioso, Ice Kiss BK Brownie, and Ice Kiss BK Pistache. Despite being limited to just two states, the promotion garnered significant attention and quickly sold out, prompting the expansion of the collaboration to the entire country in 2025.
In addition to this partnership, Burger King has a history of unique marketing collaborations, having previously launched glosses, clothing, sneakers, and even bags in collaboration with various brands. The recent collaboration with Mari Maria Makeup has reportedly generated over five million views on social media in the week leading up to the official launch, indicating the strong interest and engagement from fans.
Earlier collaborations included a partnership with the Carmed brand, known for its flavored lip balms, which featured a lip balm with a unique "grilled flavor" aroma. Additionally, in March 2025, Burger King introduced a collaboration with the digital bank Nubank, offering promotions for customers who paid with their Nubank card. This innovative approach to marketing reflects Burger King's commitment to creativity and engagement with its audience.
As the fast-food giant continues to explore collaborations beyond its food offerings, it raises the question of what other creative partnerships may be on the horizon. The combination of food and beauty has proven to be a winning formula, and with the success of the Mari Maria collaboration, it seems that Burger King is poised to keep pushing the boundaries of fast-food marketing.
The official launch event for this latest promotion took place at the Burger King location on Avenida Treze de Maio in Fortaleza, Ceará, from 2 PM to 5 PM, where fans had the chance to meet Mari Maria in person. The promotion is expected to attract a diverse crowd, uniting fans of fast food and beauty products in a unique shopping experience.
With its innovative marketing strategies, Burger King continues to capture the attention of consumers across Brazil, offering not just meals but memorable experiences that resonate with their audience. The Mari Maria BK collaboration stands as a testament to the brand's ability to adapt and thrive in a competitive market, combining culinary delights with the glamour of beauty products.
