Tarte Cosmetics Under Scrutiny for Influencer Trip

Recently, Tarte Cosmetics faced backlash for hosting an influencer trip during the devastating Los Angeles fires. Critics accused the brand of insensitivity, arguing that their actions ignored the gravity of the crisis and showed a lack of empathy for those affected. However, this situation raises an important question: why does the outrage seem so focused on Tarte, while other businesses, like the NFL airing games or luxury brands hosting events, seem to escape the same level of scrutiny?

Tarte’s influencer trips are highly visible, often involving extravagant locations, luxury experiences, and heavy social media coverage. This year they are in Necker Island owned by Sir Richard Branson and goes for over $100,000 to rent out the island which means they booked this far in advance and couldn't just cancel last minute. These trips are designed to capture attention, which is exactly why they stand out so starkly during times of crisis. In this case, the contrast between glamorous content and the grim reality of the fires amplified the criticism.

Beauty brands, especially those like Tarte that cater to women and are often held to a different standard. They are expected to lead with empathy and social responsibility, partly because their marketing often leans heavily on values of community, empowerment, and care. Meanwhile, football games and fans rage on without a second thought with the public on why they are continuing to engage with the sport. Sports and entertainment often operate under the mantra of “the show must go on.” NFL games are rarely canceled due to crises, as they are entrenched in long standing schedules and massive contracts. As a result, their continuity is seen as a given rather than a choice.

There’s a pattern of public scrutiny being disproportionately directed toward women-centric brands or industries. This often reflects broader societal biases that demand higher levels of accountability from these spaces while letting other sectors off the hook.

Brands like Tarte, which rely heavily on influencer marketing, offer a more tangible target for criticism because their campaigns involve specific people and visible narratives. In contrast, large organizations like sports leagues or global corporations can appear faceless, making it harder for criticism to land.

Instead of singling out one brand, let's take the opportunity to acknowledge the changes and contributions Tarte has incorporated during their influencer retreat due to the Los Angeles wildfires. Tarte Cosmetics implemented several initiatives to support those affected such as; donating $10,000 on behalf of each attending creator, totaling $250,000, to World Central Kitchen, an organization providing meals to those impacted by the wildfires, the company pledged that 100% of net proceeds from tarte.com sales between January 8 and January 15 would be donated to World Central Kitchen to further aid relief efforts, the team assembled and distributed self care kits to evacuation shelters to provide comfort and essential items to those displaced by the fires, in addition to their primary donation, Tarte contributed $10,000 each to the Los Angeles Fire Department Foundation and the World Animal Protection Response Fund, supporting first responders and animal rescue efforts.

It is my guess that the influencers chosen to go on the Tarte trip, people love to hate, and that doesn't excuse the bigger picture of singling out one company or person and holding them to a higher standard. Women get the backlash and while men go about their business as usual and I think it's time for everyone to stop and think before drawing conclusions and placing blame.

Everyone on the internet is trigger happy and ready to come after so many people and companies before reflecting "does this make sense?" "are other people or companies doing the same thing?" A little reflection will do everyone some good to avoid the drama and the bad blood.

Our thoughts and prayers and support are with LA and the devastation they're going through with the fires.

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