Skin & Body Care

Tarte's Sister Brand Is Here and It's Packed With Fun Skin-Care Products Under $40

For the past three years, Tarte's founder Maureen Kelly has been on a secret mission to help bring Tarte's sister brand, Awake, back to life. Awake has made its big comeback with a line of cruelty-free skin-care products and makeup with the tagline, "Beauty Sleep in a Bottle." (Believe it or not, Awake was able to secure the trademark for that phrase.)

Awake has been around since 1995, but its all-natural skin-care products looked completely different. Despite having a name that evokes brightness, the packaging was a dark forest green, which had a spa-like quality that could make you sleepy just looking at it. With the help of Tarte's team, the brand was reinvigorated with fun Instagrammable elements. Tarte's creative director Daniel Kiyoi picked a new signature orange shade that has a sunrise vibe. Plus, the packaging for each product has its own design with a secret meaning. For instance, the little flowers on the Balance Shot are actually four circles coming together to signify the four benefits of the product. More about the designs will be revealed on Awake's social media channels.

Japanese cosmetics company Kosé is the parent company of Awake and Tarte, so you can expect Awake to incorporate elements of Japanese skin care. All of the new products have instantly brightening effects as well as long-term benefits for your skin. So even on those mornings when you can count the hours of sleep you got on just one hand, Awake's new serums will be an espresso shot for your skin. Coincidentally, the trio of serums just happens to be called "shots."

For a quick boost of moisture, there's Hydra Shot, which is spiked with deeply hydrating rice germ oil. The Gelactic Dream Hydrating Mask is a great option for those with thirsty skin. Smooth it on before bed to wake up with happier, well-nourished skin.

Firma Shot, on the other hand, helps plump skin and smooth fine lines. If oiliness is your issue, though, grab the Balance Shot, which acts as a toner and moisturizer in one to mattify skin. You'll also love the Pore Down Tightening Concentrate, which is a gel-like serum that gently exfoliates and smooths with hemp powder.

Of course, the new line has some products to help your skin glow in seconds, too. You can start off by slathering on the Ray of Bright Radiance Moisturizer, which is a lightweight cream that has a pearly finish to give your skin an intentionally dewy look. Follow it up with vitamin C-infused Dream Dewdrops Shimmer Serum on the high points of your face to mimic highlighter without any makeup.

If makeup is your thing, Awake also offers a lipstick that's formulated with vitamins, and a beige eyeliner that helps eyes look wider and brighter.

Oh, yeah, and everything is under $40. You can shop for Awake exclusively on

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