The new line is targeted at busy customers and has been inspired by Japanese skin care
Tarte Cosmetics, in partnership with its parent company Kosé, has relaunched its skin care sister brand Awake.
Originaly launched in 1997, Awake made its US debut at department store Henri Bendel on 5th Avenue, New York City.
Now, the Japanese-inspired brand has relaunched with a direct-to-consumer model.
The range is designed to hydrate and brighten skin from a lip balm to an antioxidant concentrate with every product priced under US$40.
Maureen Kelly, CEO & co-founder of Tarte Cosmetics, said: “It’s an honour to be entrusted with one Kosé’s heritage brands and a pleasure reinventing it for the global consumer.
“Our goal at taste is always to create cruelty-free ad easy-to-use products packed with healthy ingredients that deliver real results.”
To kick off the launch Awake is offering customers the chance to win a lifetime supply of products via awakebeauty.com.
Kelly added: “We’re thrilled to bring the new Awake to beauty lovers around the world and we hope they share our passion.”