New Product

Tarte Cosmetics Relaunch Awake One of Its Iconic Brands

Introducing Awake! tarte cosmetics reimagines the classic skincare brand for today’s multitasking globetrotter–it’s botanical-powered beauty sleep in a bottle


(PRNewsfoto/tarte cosmetics)

Tarte cosmetics introduces its new sister brand, Awake, a cruelty-free collection inspired by Japanese skincare that works in a New York minute. tarte has combined its own deep knowledge of high-performance naturals™ with the Japanese tradition of incredible formulas to create a perfect skincare hybrid. The new Awake, launching in June, is a direct-to-consumer launch that is fun, effective, approachable, and affordable (all priced under $40)—the perfect complement for skincare lovers with busy lives who are short on time, but won’t compromise quality. Additionally, the brand is offering fans a chance to win Awake skincare for life on its website: awakebeauty.com—link for reference:

  • Awake is the quintessential wellness and lifestyle collection, fitting into busy, on-the-go schedules

  • Awake builds on advanced botanical technology to offer nutrition for your skin

  • Awake delivers instant results without dedicating your entire night to skincare

THE AWAKE VALUE: We know it’s important, which is why it’s launching as direct-to-consumer: Awake serves up the best of wellness while giving value back to customers. It’s premium skincare for an affordable price: $40.

THE AWAKE EFFECT: Awake is beauty sleep in a bottle—hydrating, and brightening for instant and long-term results. It perfectly unites nature and science to deliver happy and healthy results that have been clinically tested and consumer-approved.

THE AWAKE PLEDGE: Never will we ever test on animals or formulate our products with parabens, mineral oil, phthalates, petrolatum, gluten, BHT, triclosan, or sodium lauryl sulfate.


Awake. Inspired by high-tech formulas used in Japanese skincare, all Awake products are developed using antioxidants and plant-based ingredients that deliver both instant and long-term results for a fresh, well-rested complexion. Awake is committed to creating potent, effective, cruelty-free, and vegan products that combine the best science and nature have to offer. For more information, visit awakebeauty.com, and @awakeskin.

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