The Awake Effect
Inspired by the idea of being refreshed and well-rested, Awake utilizes cutting-edge Japanese technology to harness the energizing powers of plant antioxidants to revive, restore, and regenerate your skin. Nature and science work in harmony to create unique formulas that awaken your skin's potential for the most powerful results.
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.