Tarte Cosmetics launches cruelty-free skincare products inspired by Japan

Tarte Cosmetics has launched its new Awake brand, which features cruelty-free skincare products.

The company formulated the line by combining its knowledge of high-performance natural ingredients with traditional Japanese skincare formulations.

Awake is produced in collaboration with its parent company KOSÉ, and features antioxidants and plant-based ingredients that are designed to improve complexion.

Tarte Cosmetics CEO and co-founder Maureen Kelly said: “It’s an honour to be entrusted with one of KOSÉ’s heritage brands, and a pleasure reinventing it for the global consumer.

“Life isn’t about being perfect, it’s about being the best version of yourself and having a total blast while you’re at it.

“Our goal at Tarte is always to create cruelty-free and easy-to-use products packed with healthy ingredients that deliver real results. We’re thrilled to bring the new Awake to beauty lovers around the world, and we hope they share our passion.”

The cruelty-free skincare products in the Awake collection are clinically tested and are made using advanced botanical technology. They are also claimed to be produced without parabens, mineral oils, phthalates, petrolatum, gluten, butylated hydroxytoluene (BHT), triclosan, or sodium lauryl sulphate.

The cosmetics company is launching the products for $40.