Controversy Surrounds Tarte’s Lavish Dubai Trip for Beauty Influencers
US-based cosmetics brand Tarte faces backlash for extravagant Dubai trip amidst economic downturn
On Wednesday, Tarte cosmetics brand flew 50 beauty influencers and their plus-ones to Dubai for a lavish three-day trip, sparking controversy amidst a cost-of-living crisis. Influencers like Alix Earle, Monet McMichael, and Meredith Duxbury flooded TikTok with content from the opulent getaway, but not everyone was impressed.
As videos and photos from the trip circulated online, some users expressed excitement over the high-profile attendees, while others criticized the brand for flaunting a luxurious vacation during a time of economic hardship. TikTok creator Lindsay Borow, with over 21,000 followers, questioned Tarte’s marketing move, calling it “tone-deaf” and “unrelatable” in the current economy.
The trip, produced in collaboration with Sephora Middle East, included business class flights on Emirates from the US and Europe, luxurious accommodations in private villas stocked with Tarte makeup and gifts from other brands. The cost of the flights alone raised eyebrows, with a return business class ticket from New York to Dubai priced at $13,254 according to Emirates’ website.
Tarte founder and CEO Maureen Kelly responded to the backlash, acknowledging the mixed reactions to the trip. She defended the brand’s marketing strategy, emphasizing their focus on building relationships and communities through influencer partnerships rather than traditional advertising.
Despite the criticism, Tarte has successfully captured the attention of Gen Z consumers with its influencer marketing and affordable product range. The brand’s viral products, like the Tarte Maracuja Juicy Lip Plump, have gained popularity on platforms like TikTok, where the #tarte hashtag has amassed over 588 million views.
While Tarte’s extravagant trips have become a signature marketing tactic, the current backlash raises questions about the appropriateness of flaunting luxury in the midst of economic uncertainty. Sephora Middle East, Tarte’s partner in the Dubai trip, declined to comment on the controversy.