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.
