Tarte Cosmetics is known for its mermaid-inspired, cruelty-free makeup treasures, but recently, the brand has been hard at work on a different project altogether: the beauty label has launched a sister skincare brand, "Awake."

Recently, the team of the New York based brand was charged with the task of reinvigorating Awake, a natural skincare brand also part of Japan’s Kosé Corporation conglomerate. The challenge was to reinvent it for the global beauty consumer, with the new result going live this week.