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Snack brand Tru Fru and Tarte Cosmetics have collaborated on something sweet.
Inspired by the “Cherry Girl Aesthetic”— a fashion and beauty trend that embraces bold red hues — the brands will release on-theme products to crave. The collaboration will introduce Tru Fru’s hyper-chilled cherries covered in premium dark and white chocolate, which serves as an edible companion to Tarte’s new Maracuja Juicy Lip Cherry Crush cosmetics collection.
“At Tarte, we’re always looking for fresh, playful ways to innovate, and flavor was a no-brainer for our maracuja juicy lip franchise,” Maureen Kelly, founder and CEO of Tarte Cosmetics, exclusively told WWD. “This collab goes beyond a shared cherry obsession — it’s about creating a multi-sensory moment at the intersection of beauty and food.”
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Tarte’s lineup includes scented lip balm, plump, oil, melt mask, and vinyl Maracuja varieties in a vanilla, cherry and sweet cream flavors. The cosmetics collection will release on April 11 on tarte.com, and the snack version with a special product bundle will debut concurrently on trufru.com. On May 4, Tru Fru x Tarte Cherry will release in Target stores.
The “Cherry Girl Aesthetic” has swept social media, with more than 20 million TikTok views. Kelly said the brand wanted to leverage the momentum. “The Cherry Girl Aesthetic is having a major moment — think glossy lips, pops of red and a sweet-but-bold vibe,” she explained. “We wanted to bring that energy to life across our most viral maracuja juicy lip formulas, with a playful twist. From the juicy cherry scent to the new cherry shade and custom cherry cap, every detail was designed to capture that flirty, fun and nostalgic aesthetic.”
The brand had a head start as its core formulas include acerola cherry, which Kelly said gives it an extra boost of vitamin C that’s already incorporated from maracuja oil, which it sustainably sources from an all-female co-op in the Amazon. “Maracuja oil has been the heart of our juicy lip formulas since day one,” she said. “It’s rich in essential fatty acids and vitamin C, and helps leave lips looking plump, smooth, and healthy.”
Shop Tarte’s Maracuja Juicy Lip Cherry Crush Collection
Tarte Cherry Crush Lip & Phone Sticker Duo
Price upon publish date of this article: $27
Tarte Maracuja Juicy Melt Mask
Price upon publish date of this article: $27
Tarte Juicy Icons Plump & Liner Duo
Price upon publish date of this article: $27