Meet Awake, Tarte's New Sister Brand That's Making Our Skin Do Cartwheels
It’s that time of year, ladies (and fellas!)— the days are getting longer, the 9 to 5 grind is stealing a few extra hours from our lives, side-hustles are booming…and sleep is becoming a rare commodity. But it’s not all bad. It’s the also the time of year for vacations, barbecues, and boozy outdoor brunches.
Yet, ironically enough, we’re expected to show up to every one of the fabulous events recorded in our smartphones looking fresh-faced and tranquil. Because that’s just how one always looks in the summer, right?
No pressure, though.
This summer, we’re in luck. Tarte is launching a new sister brand, and it may just be the game-changer the beauty industry has been waiting for. The aptly named Awake line is here to save the day—and our tired skin—with several plant-based products positively perfect for days when that second cup of coffee from Starbucks just isn’t cutting it.
New York Meets Tokyo
Awake is brought to us by Japan— a country absolutely SLAYING in the world of skin care.
Believe it or not, the line already existed as a fixture in the beauty biz since 1995, with the use of botanical technology native to the island country. So just how did Tarte come by this miracle formula being described as “beauty sleep in bottle?”
When Tarte founder Maureen Kelly launched her initial vision for the brand more than 17 years ago at Henri Bendel in New York City, her products were placed next to—you guessed it—Awake.
The two teamed up in 2014 and the rest is history.
Flash-forward to today, where after four years of planning, both Tarte and Awake live side-by-side under the umbrella of their parent company, Tokyo-based Kosé Cosmetics. Now, its youngest brand boasts “The Awake Effect,” or, the use of the same botanical technology to “harness the powers of plant antioxidants to revive, restore, and regenerate your skin.”
Its cute, vibrant packaging – shared widely on Instagram—will make an attractive display in your bathroom to boot.
If you’re a “tartelette” (someone who is no novice when it comes to Tarte), you already know that the cosmetics line is leaps and bounds ahead of other makeup brands when it comes to creating 100% vegan and cruelty-free products.
With Awake’s antioxidant-rich ingredients like sesame sprout extract, rice germ oil, corn germ oil, and exfoliating hemp powder, you can conquer your blemish demons with a clear conscience.
So, tartelettes, rejoice—and if you are not a tartelette yet, take a look this new line of products and you just might become a convert.
A Look At The Line
So far, Awake features nine products. From serums to eyeliner, you can customize your beauty routine based on your skin type and its specific needs.
A three-in-one serum, the Balance Shot seems to be the Holy Grail product of the line. It tones, moisturizes and treats the skin with a formula rich in antioxidants. Soothing flower water and plant oils calm the skin and absorb oil and create a more balanced look (hence the name). If you have oily to combination skin, this one’s for you.
With a killer combination of 12 concentrated oils, the Firma Shot is to plump and firm dry, dull skin. It’s highly moisturizing—but don’t worry, according to Awake, it won’t turn you into a grease ball for the rest of the day.
Rounding out the personally-tailored-for-your-skin serums, the Hydra Shot is a light moisturizer for normal to combination skin. This grab-and-go beauty product will seal and protect the skin from outside pollutants that can clog the pores and create those oh, so pesky peeling and flaking situations nobody has time for.
Ray of Bright
Wake up your skin with this little ray of sunshine, otherwise known as the Ray of Bright. The lightweight moisturizer uses aloe leaf extract, jojoba oil and licorice extract to offer a gently pick-me-up for tired normal-to combination skin.
Dream Dew Drops
The awake line has a product for ALL skin types and special attention must be paid. Meant to give skin a naturally sexy dewy glow, Dreamy Dew Drops can be worn as a standalone for those with oily skin or underneath a moisturizer for all other skin types. Plus it has goji berry in it, so what’s not to love?
Our poor pores! It’s the part of our skin that gets the least attention, but with this, no longer. Whether you have normal skin, oily skin, or can’t resist looking in the mirror at your pores – Awake is looking at you.
On nights where sleep is more elusive than ever – and we’ve all been there— make one last ditch effort to keep your skin looking fresh and well-rested with a night using Gelactic Dream. With rice germ oil and honeysuckle extract, the mask will go to work on your skin while you catch a few – yet somehow never enough— zzzzs.
What’s fabulous skin without a little makeup to make your eyes pop? Awake calls this creamy gel liner “8 hours of sleep in a pencil” and we’re totally here for it.
Vitamin L-I-P Balm
Packed with vitamins C and E, Awake’s L-I-P balm comes in three different shades – Rozu, Pinku, and Nudo – for a natural, put-together smile that wins every time.
Dabble In It Yourself
With a promise of all-natural, cruelty-free products in a world where self-care is a flower among the thorns of workaholic societies, Tarte’s sister brand is sure to become a mainstay in the beauty industry.
So, make that money, hunny— and then enjoy summer with your family and friends.
Because who needs sleep when you’ve got a killer skincare routine?