Tarte Dubai trip influencers controversy explained amid viral cost theories
Beauty brand Tarte Cosmetics is making headlines with its recently sponsored influencer journey. The company reportedly took 50 women to Dubai, causing a stir among TikTokers. Many have speculated that the country’s tourism board helped the organization financially, but the brand’s founder has since debunked it.
Tarte has built a solid reputation online for taking influencers on lavishly sponsored trips like Fiji. However, her recent Trippin’ With Tarte vacation to Dubai left netizens weary.
On Jan. 18, TikTok creator and Barstool Sports journalist Jack Mac took to the video-sharing platform to talk about the brand’s recent journey. He started out by saying something was wrong with the trip. He added, “The economics of this trip don’t make sense.”
It was revealed that each of the influencers was allowed to invite a different person to the trip. It was also reported that the travelers were flying Emirates to Dubai in business class. According to Vogue, a round-trip flight from Dubai to New York costs $13,254.
Jack Mac further shared that each influencer stayed in a separate villa once they arrived at their hotel, the Ritz-Carlton Ras Al Khaimah, Al Hamra Beach. He added:
“This is one of those hotels where you can’t even figure out how much it costs to stay. You need to call someone.”
According to his rough estimate, the entire trip would cost $65,000 per person, which would equate to a “Harvard education.” These include jeep adventures in the desert, other private excursions, tarte makeup, jewelry, gifts and goodies from other brands.
Who was on Tarte’s Dubai trip?
The full list hasn’t been revealed, but influencers like Meredith Duxbury, Christine Abraham, the Miam Twins, Alix Earle, Xandra Pohl and Monet McMichael are just a few of the many who have posted about their Dubai trips.
TikTok creator @tinfoilcouch speculated that Tarte may have been working with the UAE Tourism Board in hopes of covering up the troubles currently taking place in Dubai and Qatar. Some others found the trip “numb” given America’s current economy and doubts about an impending recession. TikTok user @lblikes wrote online-
“In this economy and everything, it’s just so disjointed.”
Several people took to social media to comment that they could barely afford the everyday groceries, let alone a makeup product the brand was trying to promote.
As several people debated the cost of the trip, some noted that the high cost of funding the influencers’ trip comes as no surprise. TikTok user @jill_justine, who revealed she used to work with a magazine that ran similar sponsored trips, shared that the trip might not be as expensive as one might think given the stay, the trips and the Meals are “mostly” free. She explained:
“Because we work with the hotels, because we work with the event, because we work with the experience. Because all of them will also be exposed.”
Tarte Cosmetics founder defends recent Dubai trip
Maureen Kelly, the founder of Tarte Cosmetics, sat down for an exclusive interview with Glossy and addressed concerns about the finances of her recent trip. She revealed that her organization has never spent money on traditional marketing methods. Instead, they chose to build relationships with influencers.
While defending the Emirates’ lavish travel expenses, Kelly said:
“You also have to consider that we are inviting people to take a break from their job and life and take a long-haul flight for a short three-day event. That can weigh on anyone, no matter how much you look forward to a trip.”
Regarding the rumors about Tarte’s partnership with Dubai’s tourism authority, Kelly said:
“I have to laugh at some of these conspiracies. I will say people are creative! But no, I can confirm that we definitely had no help from tourist boards.”
However, the brand has partnered with Sephora Middle East. It remains unclear whether the latter bears any financial responsibility for the trip.
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