February 25, 2019

You’re Probably Not in the Tarte Sugar Rush Demographic but Maybe the Price Will Tempt You

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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.

Where to buy


I receive a small commission if you shop through my link.

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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  • Violet

    Again with the crazy brush handles? Actually, I love cacti and succulents, been amassing quite a collection, so I want the brushes and makeup bag.
    I’m far, far, far waaaay past their targeted demographics, but some of the collection is calling out to me and I had lost interest in Tarte many years ago. I grew up in a beach town, vacay in beachy tropical areas quite a bit, so the packaging of the Beaches & Cream blush is calling out to me. I’m a sucker for peachy pink blushes too.

    • Isabella Muse

      ITA! please with those damn brushes! the packaging is cute but actually some of the items aren’t half bad looking! Like the blush! I can def get on board with a pretty peachy pink cream blush for Summer!

  • Cindy

    This looks way too childish for me. It’s just not calling out to me. That video put the final nail in the coffin. A 10 year old needs moisturizer? Please! They don’t even have zits yet!

    • Isabella Muse

      Not nearly as bad as I thought it would be! Some items I can see myself being curious about but yeah, not sure if this little girl needs moisturizer already! Guess it’s never too early for skincare!? 😀

  • Violet

    I started washing my face with Noxema and applying Oil of Olay at age 11. My beautiful next door neighbor told my mom that I would lose my great complexion soon if I didn’t start taking care of my skin now and suggested I use these two products. Don’t know if they attributed to my good adult skin, but I’ve gone thru life with virtually no zits and being told that I looked much younger than my age. A plastic surgeon once said I have the skin of someone 15 yrs younger, although I was a sun worshipper for most of my life.

    • kjh

      I really think it’s in your DNA. Good skin will out. My mum’s was fine, literally and figuratively , but I inherited my dad’s. You are lucky. I still clog and break out at 70.

  • kjh

    This could be perfect as a 10th birthday gift for a friend’s daughter. Her big sis could do liquid eye liner at her age. Shocked the black pants and smocks off the Sephora SAs. I gave her that goofy lip gloss fidget spinner, and she loved it, I assume the m/u shades are on the Asian side, sheer and youthful? Could be a go. This is probably a smart move for Tarte, but I think they should concentrate on pretty baby-like color cosmetics, rather than skincare.

  • Kyuu

    They JUST posted a promo that you can get 5 deluxe sized items from this collection for $25 total… wow this is… definitely up my alley all of a sudden!! hahah

  • Fey

    26 y o me loves this. Haha. I like that they made this line more affordable for younger makeup users. It’s important to get teens that use makeup interested in skincare too, and I think making it fun with packaging and names works.
    These are the first goofy brushes I like from Tarte as a desert dweller. The only thing that bugs me is the eyeshadow palette’s layout because it’s not particularly space-conscious.

  • Charlotte

    This definitely feels like a preteen line, not a 18-24 line. I know I would have avoided anything with such cutesey packaging and names when I was that age!

    My broke 29 year old self, on the other hand, thinks some of these products look good (the palette and blush especially) and can either overlook or ironically enjoy the packaging.

  • Dawnn

    As a child I snuck into my mom’s fancy lotion (Ponds & Oil of Olay & my favorite Sea Breeze) skin care became a regular thing for me, and my kids even used my anti-aging products, I am now 41, My oldest daughters 23,19 and everyone comments how great our skin is, my younger daughter is 11 and regularly uses my Clarisonic, and wears face lotion. I think instilling it kids young skin care is important helps. I personally just want the cactus brushes but I may haul a few items for my 11 year old