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Can you believe Tarte has been around for 20 years? Founder Maureen Kelly launched the beauty brand in 1999, and I can still remember obsessing over its Cheek Stains back in the day. It’s been awesome to see a company that’s committed to cruelty-free cosmetics expand so much over the last couple of decades. And now, just in time for this important anniversary, Tarte is branching out with a new line that’s sure to get as much love as its big-sister brand.
Sugar Rush launched on Sunday and, like Tarte, this colorful new collection dabbles in both makeup and skin care with “good-for-you ingredients to create longwear, skin-loving formulas with recyclable packaging that pops,” according to a press release. But just because it’s presented in super-cute packaging doesn’t mean Kelly hasn’t taken what’s inside seriously. Everything in the collection is cruelty-free, vegan, naturally-derived, and dermatologist-tested.
“At Tarte, we’ve always believed that you shouldn’t have to choose between beauty that works and beauty that’s good for you,” Kelly says in the Sugar Rush press release, which indicates that the brand has its sights set on young adults (or anyone who feels like one). “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!”
Among these fun products are two different palettes. The Sweet Slice Eye & Cheek Palette features seven eye shadows and a blush formulated with Tarte’s famous clay-infused powders; the Keep Calm, Sunnies On palette features eight matte and shimmer eye shadow shades, also made formulated with clay. And there are other eye-makeup options, of course, including a skinny, waterproof pencil called Preppy Precision Liner.
There’s a great selection of lip products, too, like the sheer Lip Sip lip oil in three shades, the full-coverage Sugar Coat Velvet Liquid Lipstick in four shades, and the sweet-scented Best Bud Butter Balm, which hydrates lips with shea butter and exfoliates with lactic acid.
The lip balm isn’t the only skin-care formula. Sugar Rush is launching with three face products: the makeup-removing Squeezy Clean Face Wash, the noncomedogenic Don’t Hate, Hydrate moisturizer, and the Treat Yo Selfie Drying Solution, a spot treatment that helps clear skin and reduce redness. There are body products, too, including a rich body butter and two forms of fragrance: a body spray and a rollerball.
The best part? All of these products — as well as the rest of Sugar Rush’s 17 debut products — are all priced under $30. You can find them all on sugarrushbeauty.com, ulta.com, and at Ulta stores now.
More cruelty-free beauty:
Now watch Chris Pratt and Will Arnett narrate a makeup tutorial: