About Awake
About Awake History

New York
Meets Tokyo

New York Meets Tokyo

Maureen Kelly, founder of tarte cosmetics, launched next to Awake at Henri Bendel on 5th Avenue over 17 years ago. She loved the cult classic Japanese brand because it harnessed powerful botanicals in a beautiful formula, that only Japan could produce.


Cut to 2014, and as fate would have it, Awake became tarte's sister brand. Maureen and her team in New York collaborated with the Tokyo team to address the concerns of their customers across the globe. They realized their approach to beauty is unique, but the desire for results and simplicity is universal.

With that in mind, the new Awake was born.