03-04-2025
Tarte And Tru Fru Collab On Limited Edition Cherry Crossover Launch
Tarte x tru fru Cherry Crush bundle
Photo courtesy of Tarte Cosmetics
Pucker up! Tarte Cosmetics is launching more maracuja... with a cherry on top. Yes, the beauty brand is tapping into the fruity, of-the-moment trend by partnering with popular fruity frozen snack brand Tru Fru for a first-of-its-kind launch. The limited edition Tarte x Tru Fru collab includes a bundle of six Maracuja Juicy Lips in an exclusive Cherry Crush shade and scent. Additionally, specialty branded frozen snacks will be available in the same flavor, with cherries dipped in dark and white chocolate.
Declaring 2025 as 'officially cherry coded,' Maureen Kelly, founder & CEO of Tarte Cosmetics, calls the collab a no-brainer.
'The intersection of food and beauty is just too delicious to ignore,' she says. 'Your lips deserve to look and smell as good as they feel. Juicy, indulgent and good-for-you ingredients—what more could you want?"
Kelly is definitely onto something, as 'cherry' has been hashtagged in 1.1 million TikTok videos, leaving the app flooded with bag charms, makeup looks and fragrances devoted to the 'cherry aesthetic.' And according to the 2025 Pinterest Palette report, 'cherry red' is among the five unique colors shaping the year, with searches for 'cherry vibe' increased by 325%, 'cherry martini' +80% and 'cherry outfit' +150%. The partnership announcement also dropped on the same day Fenty Beauty and Fenty Skin announced its Sweet Cherriez Collection launch—a limited-edition beauty selection for lips and cheeks in the cherry shade du jour.
Tarte x Tru Fru Cherry Crush Tarte Cherries collab
Photo courtesy of Tarte Cosmetics
Tarte's limited, soft red-hued bundle includes each best-selling formula: plump, balm, vinyl, shimmer glass, melt mask and lip oil. Those who purchase from the presale link will also receive a phone case holder and custom Cherry Crush baseball hat. Not only is the limited drop only $50 (a $200 value), but to tack onto exclusivity, the partnering brands are offering an experiential component to the purchase. Consumers will receive the same PR box as their favorite influencers, giving fans an opportunity to create their own unique social media moment. The exclusive signup begins April 3. On April 11, Tarte's website will sell the new maracuja selection.
Then, on May 4, fans can purchase 'Tarte cherries' from Tru Fru at Target while supplies last. The specialty lip product won't be available in store, but each Tru Fru bag will include a QR code for a bounceback to Tarte's website to shop for 20% off.
'At Tru Fru, we believe fruit and chocolate are 'better together' by creating those small everyday moments of happiness we all deserve,' says Tru Fru CEO Harvey Millar, of the Tarte x Tru Fru collab. 'One of our best kept secrets is our Frozen Cherry—and with cherries having such a major moment in pop culture, we thought, what could be 'better together' than teaming up with our friends at Tarte Cosmetics to collaborate on something bold, tarte and fun!'
