Tarte Cosmetics just dropped something brand-new and super sweet for its beauty fans, but it's not a new Tarte product release — at least, not exactly!
The company launched a fresh sister brand called Sugar Rush dedicated to Generation Z (people born between the mid-1990s and the early 2000s). Sugar Rush has a super-cutesy aesthetic with a variety of makeup and skin-care options that are all under $30.
The new brand has packaging that's just fun enough for teenagers, but the products are seemingly solid enough for any makeup lover to snag.
Sugar Rush launched on Sunday, February 24, on the Ulta website and Tarte's official Sugar Rush landing page.
"Introducing @sugarrush: our new BFF that's fresh, sweet, & so cute you won't delete," Tarte shared on Instagram the day of the brand launch. "Designed for those powered by glitter & good vibes, everything in this line is vegan-friendly, cruelty-free, and dermatologist-tested."
The brand launched with 17 adorably packaged beauty products to start.
The product offerings provide a nice variety of skin-care and makeup picks including two eye shadow palettes, lip products, and facial products. Sugar Rush also has a few cute skin-care and brush sets.
Although the majority of Sugar Rush offerings are entirely new, there is one Tarte Cosmetics crossover — Lights, Camera, Lashes Mascara!
Yes, the beloved Lights, Camera, Lashes Lashes 4-In-1 Mascara ($10, Tarte Cosmetics) mini is available as a single tube or within the Sugar Rush 24K Lash Curler Set ($17, Tarte Cosmetics).
A very appealing detail about the new Sugar Rush products is that they are not only dermatologist-tested but also hypoallergenic!
Yassss! With Sugar Rush products being vegan-friendly and allegedly using "good-for-you ingredients," people with sensitive skin have at least a chance at comfortably wearing these products. Of course, it's important to study those ingredients lists and to patch-test for a few days just to be entirely safe.
Tarte Cosmetics also kicked off the launch with a #SugarSquad comprised of regular girls and guys as opposed to bulking up its campaign with beauty influencers or models.
"Sweet looks good on EVERYONE. That's the motto of our #sugarsquad, the faces of Sugar Rush," the brand shared in a video on Instagram.
"Whether it's your BFF, your classmate, or your next-door neighbor, one of our fave things about the sugar squad is they're real, unretouched, down to earth people — not professional models. We had SO much fun with this group during our photoshoot & we're so excited to finally be able to introduce them!"
Seeing regular people associated with the brand who simply enjoy playing makeup is pretty refreshing.
These brand ambassadors have normal Instagram follower counts (although maybe not for long) and lead regular lives.
If you want to take another peek at the Sugar Rush beauty products before you drop anything into your cart, then you could either stop by your local Ulta OR check out the tutorials already up on the Sugar Rush YouTube videos!
The Keep Calm, Sunnies Eye Shadow Palette ($25, Tarte Cosmetics) has eight shades in a mix of shimmers and mattes. In line with the overall brand aesthetic, the shades have names like "Festival," "Pool Party," and "Pool Hop," which will have you wishing for spring to arrive ASAP!
Per the YouTube video, this palette seems to be decently pigmented.
I am curious about whether or not the pigments show up well on dark skin without excessive packing and priming.
The eye looks on the Sugar Rush page do look pretty promising, though. Let's all just hope that this beautiful blend isn't the mere result of really great photography as opposed to quality eye shadow. If it's the latter, then the Keep Calm, Sunnies On Palette could make for a really great everyday eye shadow palette for all skin tones!
If you're really excited to snag the first Sugar Rush beauty releases, then you'll be happy to know that the brand is already offering discount codes available for your first purchase!
Just spin the pop-up wheel for a chance to win $5 off, $10 off, free shipping, and other deals!
Loyal Tarte fans will also be ecstatic to discover that shoppers get TWICE the rewards points for shopping from the Sugar Rush sister brand.
Once you load the Sugar Rush page, just click on the countdown at the top. You have less than 10 minutes to log into your account and unlock the double points deal.
If the discount wheel and double rewards points aren't enough encouragement to ball out on new Sugar Rush beauty, the brand also has a 5-for-$25 deal!
The Goodie Grabs page features a collection of mini-size products including travel-size face wash, lip oil, and matte liquid lipstick!
The beauty-obsessed part of me wants to spend the coins on this stuff just because. There's just something about getting a ton of products for a great deal that makes me want to stock up my beauty counter with more stuff for the heck of it.
If you're like me and ready to ball out on the Sugar Rush page, then check out the top-three must-try picks down below.
Sugar Rush Desert Dreamers Brush Set ($23, Tarte Cosmetics)
The Desert Dreamers Brush Set ($23, Tarte Cosmetics) comes with three brushes for applying shadow and concealer, contour and foundation, and powder products.
Sugar Rush Beach Cheeks Cream Blushes ($15, Tarte Cosmetics)
This blush is meant to bring life to your cheeks with a gel-cream formula.
Mini Sugar Rush Sugar Coat Matte Liquid Lipstick ($10, Tarte Cosmetics)
There's no such thing as too much lipstick, right? The Sugar Rush brand boasts that this matte formula doesn't cake or crack!
