Home / Fashion / Tarte Launches Sugar Rush, an Under-$30 Makeup and Skin-Care Brand

Tarte Launches Sugar Rush, an Under-$30 Makeup and Skin-Care Brand

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.

โ€œAt Tarte, weโ€™ve always believed that you shouldnโ€™t have to choose between beauty that works and beauty thatโ€™s good for you,โ€ 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). โ€œFor Sugar Rush, we went straight to the source, taking inspiration from Gen Zโ€™ers in our office and in our lives to deliver products that are sweeter without the icky bad stuff, but most importantly โ€” fun!โ€

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.

Courtesy of brand

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 Donโ€™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.

Courtesy of brand

The best part? All of these products โ€” as well as the rest of Sugar Rush’s 17 debut products โ€” 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:

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