The Tarte Sugar Rush Collection launched at Ulta.com this weekend and it’s the second time we’re seeing Tarte create a new brand with the launch of Awake Skincare (is that around anymore?) happening just a few short months ago.
This time around, Tarte gives us 17 brand new products that all cost $25 or less. Well, technically they aren’t giving me anything since I’m above and beyond their Sugar Rush demographic. The Sugar Rush Makeup Collection was created with 18 to 24 year olds in mind but looking at it maybe just maybe it might be appealing to even younger girls and boys than. Need further proof? Have a look at the promo video below for the new Don’t Hate, Hydrate Oil Free Moisturizer. I mean the girl looks all of ten years old!
Initially Tarte started hinting Sugar Rush a few weeks ago with pictures of candy. My guest was that they were collaborating with sugarfina or something for this launch. It looked like it was going to be a candy inspired collection along the lines of Too Faced I Want Kandee Collection but my theory was completely wrong.
There’s really not a lot of candy or sugar for that matter in this launch unless you count the bright packaging, names, and the sweet, fruity fragrance called Sugar Spritz.
Some of the names like Cake Butter and packaging remind me of Beauty Bakerie for some reason although, Beauty Bakerie is a different concept!
Now the question is will I try any of these items? Sure, why not? Tarte did a great job with their Sweet Tarte Fragrance so count me curious about the “long lasting” fragrance of their new Sugar Spritz Body Spray. I could also be convinced to purchase one of the Lights, Camera, Lashes in the baby chick yellow packaging! And the new Beach Cheeks Cream Blush looks quite lovely!
As the beauty bubble begins to break my prediction for brands like Tarte and even Too Faced is a mass market launch outside of larger scale beauty stores like Sephora and Ulta. I expect to see them pop up at Target at some point and maybe later on Walmart and perhaps even CVS or Walgreens. But Tarte actually did something smarter than that. They aimed lower and decided to target an entirely new demographic. This line will be really appealing to new, younger makeup users (10-13 age group) and mom’s likely won’t mind indulging their daughters and sons either since it’s affordable and cute.
Count me curious about it. I’d be willing to try some of it out for size and see how it goes! Plus the prices are pretty nice!
What about you?
What do you think of Tarte Sugar Rush?
Tarte Sugar Rush is available exclusively at Ulta.