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Tarte Launches New Gen Z Brand, Sugar Rush

The affordable line features cute packaging.

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By: Marie Redding

Senior Editor, Rodman Media


Tarte Cosmetics has launched a new sister brand — Sugar Rush.

The products are all vegan and cruelty-free, and all are priced under $30. The brand has launched with 17 new products, ranging from lip oils to body butter and an eye shadow palette. 

The packaging is cute and colorful — with a hot pink flower-shaped cap on its lip balm, and a silicone sleeve wraps around its lip oil. See a few above.  

The campaign features un-retouched imagery of Gen-Z Tarte fans, which Tarte calls its Sugar Squad.

Tarte’s founder, Maureen Kelly, states, “For Sugar Rush we went straight to the source, taking inspiration from Gen Z’ers in our office and in our lives to deliver products that are sweeter without the icky bad stuff, but most importantly — fun!”

Sugar Rush is available exclusively at Ulta stores and on Tarte’s website.  

Tarte is Beauty Packaging’s Company of the Year.

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