Tarte Cosmetics, and parent company Kose, have partnered to re-launch Awake -- a Tokyo-based skincare brand. The newly formulated skincare line debuted this month, and every item is priced under $40. The brand sells direct-to-consumers on its website.  

Maureen Kelly, CEO & co-founder of tarte cosmetics, worked with Awake's Tokyo team, combining Tarte's expertise in "high-performance naturals" with the incredible formulas that Japanese skincare is known for, to create "a perfect hybrid," the company says.  

Kelly comments, "It's an honor to be entrusted with one of Kose's heritage brands, and a pleasure reinventing it for the global consumer. Life isn't about being perfect, it's about being the best version of yourself and having a total blast while you're at it. Our goal at tarte is always to create cruelty-free and easy-to-use products packed with healthy ingredients that deliver real results. We're thrilled to bring the new Awake to beauty lovers around the world, and we hope they share our passion."

The cruelty-free collection claims to be "beauty sleep in a bottle" that works in a "New York Minute." Products are formulated to deliver long-term results, while instantly hydrating and brightening. No parabens, mineral oil, phthalates, petrolatum, gluten, BHT, triclosan, or sodium lauryl sulfate are used in its formulations.

Awake offers a subscription program. Consumers have the option of signing up for auto-delivery of their favorite products. The program is highly customizable, as customers choose the products and delivery schedule.

The packaging is cute and colorful. Bottles, jars, makeup pencils and lipstick cases are adorned with repeating patterns that feature tiny stars, flowers, or fruit slices. Pump actuators and overcaps look vibrant in contrasting colors such as orange and mint green.