Awake Skincare Launches—Here's What You Should Know
All the info you need from tarte's new sister brand.
New beauty products pop up every day—have you seen this month's hot product launches? But new brands entirely, now that's something to take note of. The newest brand to hit the beauty aisle is a newbie from a familiar face. Awake is the new sister skincare brand from legendary beauty brand tarte. Inspired by Japanese skincare practices, Awake is a cruelty-free skincare brand that has nine products ranging from a hydrating mask, a pore-tackling serum, antioxidant lip balms and more.
Although some might recall that technically Awake previously was around (it started in 1995), the new facelift—which includes Instagrammable packaging—is basically a total revival for the natural brand. So what can you expect other than a photo-worthy flat lay? Well, the entire line is less than $40 and is all about the less-is-more strategy.
First up, there's the Ray of Bright Radiance Moisturizer ($26 at awakebeauty.com), which combines the nourishing power of jojoba oil and the calming power of aloe leaf extract to hydrate, to give a dewy, glowy finish. As far as masks are concerned, there's the Gelactic Dream Hydrating Mask ($38) for an overnight treatment. Packed with rice germ oil, honeysuckle, sesame sprout extract, this gel-to-oil mask works to provide skin with a hearty dose of antioxidants.
Next, up you have a series of four serums. For oily or combination skin that needs a little sebum control, there's the Balance Shot Antioxidant Concentrate ($38). To make fine lines and wrinkles appear fuller, there's the Firma Shot Antioxidant Concentrate ($38). Need some extra hydration in your routine? The Hydra Shot Antioxidant Concentrate ($38) guards skin against dehydration and pollution. Lastly, there's the Pore Down Tightening Concentrate ($38) for anyone whose main pain is enlarged pores.
And finally, for those who want a bit of a makeup-meets-skincare feel, there's the Dream Dewdrops Shimmer Serum ($32) to mix into your favorite skincare goodie to deliver a pearlized finish. For the lips, there's the Vitamin L-I-P Balm with C+E ($16) in three shades to deliver a hint of color with lip moisturizing goodness. And for the eyes, you've got the Eye Opener Brightening Liner ($16). The no-tug liner is great for making peepers pop.
All products from Awake are available right now exclusively on awakebeauty.com.
What will you be shopping? Share your wish list below!