The Tarte Trip Is Famous For All The Wrong Reasons
The invited TikTokers participating in driving dune buggies, one of the many activities that took place on this trip.
February 8, 2023
Influencer trips are nothing new; however, this recent Tarte trip has been facing major backlash from viewers. On January 18th, 2023, the invited influencers traveled via Emirates business class. They then convened at the Ritz Carlton Ras Al Khaimah in the Al Wadi desert which is located in Dubai. They were housed in villas that had been decked out with Tarte makeup, clothing, and jewelry. Even though Tarte is a brand that is infamous for sending guests to places such as Bora Bora, Costa Rica, and Hawaii, TikTok users wondered how much Tarte spent and how they could afford this expensive trip. Joe Gagliese, who is a CEO and co-founder of the social media agency “Viral Nation,” said that “brands at the affordable end of the market (like Tarte) need to remember their consumers are worrying about things like mortgage or rental payments and food prices.” The hashtag #tartedubaitrip has clocked over 2.1 million views on TikTok in the past week.
“You also have to consider that we’re inviting people to take time out of their jobs and life, and get on a long-haul flight for a quick three-day event. That can take a toll on anyone, no matter how excited you are for a trip.” — Maureen Kelly, the founder of Tarte Cosmetic
Maureen Kelly, who is the founder of Tarte Cosmetics, told Glossy that she “had to laugh” at some of the conspiracies that people have been coming up with. This group included TikTokers such as Meredith Duxbury, who is a makeup influencer with over 16 million followers; Alix Earle, who is a relatively newer influencer who has over 4 million followers, and Monet McMichael, who is a beauty creator with over 2 million followers. Many had also realized that these women used little to no Tarte products in the videos created on this trip. Others have then made videos that say that they view this trip as “tone-deaf” since the United States is on the verge of a recession. However, all of this conversation about said trip has done exactly what any brand would want it to do: It got people talking about their products.
