Tarte Cosmetics: The Villain Arc Everyone is Buying

Tarte Cosmetics just proved that 'cancellation' is actually just a free media buy if you have the stomach for it. While the internet is busy writing moralizing think-pieces about the inclusivity of their latest luxury influencer trip, the brand is treating the backlash like a summer blockbuster. It’s the ultimate cinematic twist: the more you hate the marketing, the more you fund the sequel. I have zero patience for the fake outrage, but I have a begrudging respect for a brand that finally admits they’d rather be rich than liked. It’s the most honest performance in Hollywood right now.

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