Tarte Cosmetics’ new Sugar Rush line is made specifically for Gen Z.

Tarte Cosmetics’ new Sugar Rush line is made specifically for Gen Z. The new makeup ticks off all the boxes for becoming a beloved Gen Z brand: it’s vegan, cruelty-free, affordable, and backed by a group of real teen fans of Tarte called the “Sugar Squad.” The group of young brand fans are also the models for the new line’s marketing materials, where retouching and altering is off-limits (another trending move among hot beauty brands). (Teen Vogue)