This Just-Relaunched Brand Calls Itself ‘Beauty Sleep in a Bottle’ (and It’s All Less Than $40)

The premise: a beauty brand whose products are the equivalent of a good night’s sleep. OK, take our money now. Introducing the new Awake, an all-natural, cruelty-free skin-care and makeup collection that’s been completely revamped.

The sister brand of Tarte has actually been around since 1995 (who knew?), with the promise of instant brightening for an “I just slept eight hours” look. Now, it’s gotten a millennial makeover…oh, and everything in the line is less than $40. The tagline? “Beauty sleep in a bottle.” Sold.

Included in the collection are serums, illuminating drops, a brightening eyeliner, a mask…you get the point. Take a peek at some of our favorites from the line.

awake lip stick
Courtesy of Awake

Vitamin L-I-P Balm with C+E ($16)

awake balance shot1
Courtesy of Awake

Balance Shot Antioxidant Concentrate ($38)

awake dream dewdrops
Courtesy of Awake

Dream Dewdrops Shimmer Serum ($32)

awake eye opener
Courtesy of Awake

Eye Opener Brightening Liner ($16)

awake galactic dream mask
Courtesy of Awake

Gelactic Dream Hydrating Mask ($38)

The entire Awake collection is available online now.


Senior Food Editor

Katherine Gillen is PureWow’s senior food editor. She’s a writer, recipe developer and food stylist with a degree in culinary arts and professional experience in New York City...