June 26, 2018

Awake Skincare Is Powered by Tarte Cosmetics

Awake Beauty is Tarte Cosmetics new skincare collection that’s apparently inspired by Japanese skincare and made in Japan (as someone who’s pretty familiar with Japanese and Korean skincare I’m not really seeing the Japanese influence here but considering Kose owns Tarte there’s a chance they might change my mind on that).

It’s unclear what involvement Tarte has in Awake because as of now Awake is being called Tarte’s sister brand. That could mean anything really considering Kose is the parent to many brands including Tarte.

None the less Tarte has been quite actively adding to their own skincare collection lately perhaps Awake Beauty is a way to branch further in the skincare world. There are a few items here that do seem similar to things Tarte has released before like the Awake Ray of Bright Radiance Moisturizer which reminded me of Tarte Brighter Days Highlighting Moisturizer.

Like most beauty collections nowadays this is marketed towards millennials with a range of multitasking products that are vegan and cruelty-free with prices that are $40 or under. Most articles I’ve seen about the products are how healthy the ingredients are but I’m seeing things like alcohol, lavender, limonene, and linalool in the ingredients. Not exactly healthy especially considering alcohol is like the third ingredient in many of the product’s line.

Right now the collection is available at awakebeauty.com but I imagine at some point they’ll launch at Sephora or perhaps Ulta.

Here’s a look at the line!

Awake Eye Opener Brightening Liner $16
A brightening creamy matte nude gel eyeliner that instantly wakes up tired eyes.

Awake Hydra Shot Antioxidant Concentrate $38
A bi-phase plant-oil based concentrate that hydrates and seals in moisture.

Water/ Aqua/ Eau, alcohol, caprylic/capric triglyceride, dimethicone, olea europaea (olive) fruit oil, squalane, butylene glycol, methyl trimethicone, ascorbic acid, carthamus tinctorius (safflower) seed oil, glycosyl trehalose, helianthus annuus (sunflower) seed oil, lavandula angustifolia (lavender) oil, limnanthes alba (meadowfoam) seed oil, litchi chinensis seed extract, oryza sativa (rice) germ oil, sesamum indicum (sesame) seed oil, , simmondsia chinensis (jojoba) seed oil, tilia europaea flower/leaf extract , tocopherol, citric acid, disodium EDTA, disodium phosphate, ethyl olivate, hydrogenated starch hydrolysates, PEG-4 laurate, sodium chloride, sodium hydroxide, zea mays (corn) germ oil, phenoxyethanol, parfum/fragrance, limonene, linalool.

Awake Pore Down Tightening Concentrate $38
A refreshing and cooling, silicone-free gel-serum helps smooth and resurface skin’s appearance over time.

Water/ Aqua/ Eau, alcohol, butylene glycol, calendula officinalis flower extract, centaurea cyanus flower water, chaenomeles sinensis fruit extract, hibiscus sabdariffa flower extract, lavandula angustifolia (lavender) oil, limnanthes alba (meadowfoam) seed oil, oryza sativa (rice) germ oil, prunus amygdalus dulcis (sweet almond) oil, rosa canina fruit extract, salvia officinalis (sage) oil, saponaria officinalis leaf extract, simmondsia chinensis (jojoba) seed oil, tocopherol, acrylates/C10-30 alkyl acrylate crosspolymer, cellulose, disodium EDTA, ethyl olivate, hydrogenated lecithin, microcrystalline cellulose, PEG-10 dimethicone, PEG-3 cocamide, PEG-6 cocamide, PEG/PPG-20/22 butyl ether dimethicone, PPG-10 methyl glucose ether, PPG-6-decyltetradeceth-20, sodium hydroxide, zea mays (corn) germ oil, phenoxyethanol, parfum/fragrance, limonene, linalool, citral.

Awake Balance Shot Antioxidant Concentrate $38
A three-in-one toner, moisturizer, and treatment that hydrates and absorbs excess oil.

Water/ Aqua/ Eau, alcohol, caprylic/capric triglyceride, butylene glycol, dimethicone, olea europaea (olive) fruit oil, squalane, ethyl olivate, carthamus tinctorius (safflower) seed oil, helianthus annuus (sunflower) seed oil, lavandula angustifolia (lavender) flower extract, lavandula angustifolia (lavender) oil, limnanthes alba (meadowfoam) seed oil, oryza sativa (rice) germ oil, prunus amygdalus dulcis (sweet almond) oil, rosa canina fruit extract, salvia officinalis (sage) extract, salvia officinalis (sage) oil, simmondsia chinensis (jojoba) seed oil, bentonite, cellulose, , citric acid, disodium EDTA, hydrogenated lecithin, menthoxypropanediol, methyl trimethicone, microcrystalline cellulose, PEG-4 laurate, silica, sodium chloride, sodium citrate, zae mays (corn) oil, parfum/fragrance, limonene, linalool, citral

Awake Vitamin L-I-P Balm with C+E $16
A petrolatum-free two-in-one balm and lipstick available in three shades.

Ricinus Communis (Castor) Seed Oil, dipentaerythrityl hexahydroxystearate, glyceryl hydrogenated rosinate, ethylhexyl palmitate, cetyl lactate, candelilla cera/ euphorbia cerifera (candelilla) wax/ cire de candelilla, octyldodecanol, mica, cera alba/ beeswax/ cire d’abeille, cetyl acetate, copernicia cerifera cera/ copernicia cerifera (carnauba) wax/ cire de carnauba, myristyl lactate, cera microcristallina/ microcrystalline wax/ cire microcrystalline, cetearyl alcohol, canola oil, citrus limon (lemon) peel oil, passiflora edulis seed oil, rosmarinus officinalis (rosemary) extract, ascorbyl palmitate, zea mays (corn) starch, bisabolol, calcium aluminum borosilicate, calcium sodium borosilicate, caprylyl glycol, cetyl alcohol, myristyl alcohol, silica, synthetic fluorphlogopite, tin oxide, tocopherol, tocopheryl acetate, citral, limonene, linalool. (+/-): Titanium Dioxide (CI 77891), red 7 lake (CI 15850), red 6 (CI 15850), red 28 lake (CI 45410), yellow 5 lake (CI 19140), yellow 6 lake (CI 15985), iron oxides (CI 77491, CI 77499).

Awake Gelactic Dream Hydrating Mask $38
A rich, concentrated gel-to-oil sleeping mask to hydrate and revive skin overnight.

Caprylic/Capric Triglyceride, water/aqua/eau, glycerin, dimethicone, butylene glycol, diglycerin, alcohol, phytosteryl oleate, fagus sylvatica (beech) bud extract, lonicera japonica (honey suckle) flower extract, olea europaea (olive) fruit oil, oryza sativa (rice) germ oil, sesamum indicum (sesame) seed oil, sesamum indicum (sesame) sprout extract, simmondsia chinensis (jojoba) seed oil, tocopherol, acrylates/C10-30 alkyl acrylate crosspolymer, choleth-10, disodium EDTA, ethyl olivate, hydrogenated polyisobutene, PEG-10 hydrogenated castor oil, sodium methyl stearoyl taurate, triethanolamine, zea mays (corn) germ oil, phenoxyethanol, parfum/frangrance, limonene, linalool, citral

Awake Ray of Bright Radiance Moisturizer $26
A soft glow moisturizer with a subtle opalescent finish to leave skin with a healthy glow.

Water/Aqua/Eau, dimethicone, cetyl ricinoleate, butylene glycol, glycol stearate, glyceryl stearate, mica, simmondsia chinensis (jojoba) seed oil, citrus aurantium dulcis (orange) peel oil, glycyrrhiza glabra (licorice) root extract, aloe barbadensis leaf extract, tetrahexyldecyl ascorbate, glycerin, ethylhexylglycerin, sorbitan oleate, cetyl esters, cetyl alcohol, xanthan gum, acrylamide/sodium acryloyldimethyltaurate copolymer, sodium PCA, stearyl alcohol, potassium stearate, isohexadecane, polysorbate 80, citric acid, disodium EDTA, hexylresorcinol, phenoxyethanol, limonene, linalool, titanium dioxide (CI 77891), red 4 (CI 14700), red 33 (CI 17200).

Awake Dream Dewdrops Shimmer Serum $32
A pearlescent moisturizing serum to treat your skin with leaving behind a natural glow.

Water/aqua/eau, glycerin, butylene glycol, mica, lyceum barbarum fruit extract, citrus aurantium dulcis (orange) peel oil, tocopheryl acetate, tetrahexyldecyl ascorbate, hyaluronic acid, acrylates/C10-30 alkyl acrylate crosspolymer, acrylates/beheneth-25 methacrylate copolymer, glyceryl polyacrylate, sodium hydroxide, polysorbate 20, silanetriol, citric acid, disodium EDTA, hexylene glycol, sorbic acid, caprylyl glycol, phenoxyethanol, limonene, titanium dioxide (CI 77891), iron oxides (CI 77491).

Awake Firma Shot Antioxidant Concentrate $38
A 12 oil blend that helps firm and hydrate skin.

Olea europaea (olive) fruit oil, oryza sativa (rice) bran oil, limnanthes alba (meadowfoam) seed oil, caprylic/capric triglyceride, triethylhexanoin, alcohol, argania spinose kernel oil, ascorbic acid, ascorbyl dipalmitate, carthamus tinctorius (safflower) seed oil, equisetum arvense extract, helianthus annuus (sunflower) seed oil, lavandula angustifolia (lavender) oil, oryza sativa (rice) germ oil, perilla ocymoides seed oil, rosa canina fruit extract, sesamum indicum (sesame) seed oil, simmondsia chinensis (jojoba) seed oil, tocopherol, ethyl olivate, squalane, zea mays (corn) germ oil, parfum/fragrance, limonene, linalool, citral, geraniol.

What do you think of the new Awake Skincare Collection?

Willing to try it?

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Kish

    Hmmm…I haven’t cared for much of Tarte’s own skincare, seems overpriced and none really worked for me. I hate to say that I’ll wait for reviews, because I’m sure they’ll go heavy with the influencer crowd first and those reviews are about as useful as a cat tree in my catless house. I’m at the age where I really want my skincare to be beneficial and not flashy. I don’t want to say pass, but I’ll have to wait for more ingredient info and some real reviews from real people.

    • Isabella Muse

      lol a cat tree in a catless house ;-D Most of what I read so far is all about how good the ingredients are but I’m looking at stuff like alcohol and lavender oil and wondering “How good are these for my face?!” I think I’ve certainly reached an age that I really want something that works even though I do get tempted by flashy packaging and promises at times!

      • Kish

        Their website looks very similar to Tarte’s. Looks like they are doing the three month auto-delivery also. Fist product I pulled up has alcohol as the second ingredient…

        • Isabella Muse

          most of them do sadly and yeah, it does look a lot like Tarte so maybe they have more a hand in this than I’m thinking ;D

  • hollie

    I’m a bit disturbed by how high alcohol is in the ingredients list in so many of these products…

  • Carol G

    Please don’t pelt me with rocks and garbage, but do we really need another cosmetic brand? I think the market is so over saturated. In fact I can’t decide if I’m just getting old and jaded or if there are just too many choices now because I find myself underwhelmed lately about makeup and skincare. And actually, I’ve found myself buying less and less (gasp) than even, say, a year ago. I used to pounce on ANY new product. Now I wait until it goes on sale or just wait in general and then find myself not even buying that shiny new product. I guess you’re right Muse, everything is marketed towards the younger consumers so perhaps I am just old and jaded. (I answered my own question!)

    • kimkats

      carol, I’m right there with you…. I think the market is SO saturated, and yet everything is starting to look like – the color schemes for palettes are starting to all look the same, and the prices just. keep. going. up.

      I have enough to last me several lifetimes, but I have WAY slowed down my buying in the last couple of years. Frankly, I hardly buy anything unless it’s on sale or either Sephora or Ulta has a code for it.
      If you’re old and jaded, I’m right there along side you! 😀

      • Carol G

        Thanks Kimkats! We’ll be old and jaded together!! 😉 It’s just getting to be too much, for me anyway.

    • Agona

      I don’t mind the oversaturation but only because I’m super picky and I find only really few brands appeal to me. I’m not one of those people that like to pick up random things here and there; the entire brand has to appeal to me for me to want to experiment with any of their products.

  • kjh

    Wasn’t Awake a color cosmetics line, small, at Niemans or Saks, BITD?

  • Agona

    I’d guess they’re creating a sister brand so their skincare will be taken more seriously. I know I don’t take skincare seriously from brands that are known for their makeup. For example, I really find that tarte’s skincare is more like a nice idea but does little in practice, for the few items I’ve tried.

    • Isabella Muse

      yup! There are a few products that seem similiar to ones Tarte already has in stock!

    • Agona

      Interesting. That definitely makes me think the branding is for the sole purpose of trying to convince consumers that their skincare is “serious”, more serious than their makeup brand’s skincare (aka tarte).

      Feels a little deceptive though if the ingredients are the same, just repackaged.

  • Nikki7434

    At this point in my life (woo I’m 34), I have finally figured out what works for my skin – and I stick to it! The only thing appealing to me here is the Lip balm — I love me a sheer lip (but I have enough of those already)!

    I’ve also REALLY downsized and decluttered my makeup this past year. I went from four drawers to one and a half… And the half is really just stuff I don’t want but can’t bear to part with because they were so expensive. I’ve got what works for me, with enough options to keep me interested. So, I sort of stepped off the buying train. There are a few things still lingering on my wishlist, of course, but I’m in no rush to add them.


  • Nikole

    No, not really inclined to try most of those after reading the ingredients. Alcohol as a second ingredient in most of the skincare products?? Might work for the millennial with bright healthy skin but for for this 46 year old with skin texture issues.
    Will you be trying?

    • Isabella Muse

      naaa just not interested in it at all tbh! even though I am skincare obsessed!