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Library/Campaign/Tarte’s Dubai influencer trip
Grade B20 sourcesHIS-00692

Tarte’s Dubai influencer trip

Campaign · 2023 · Notable

46Editable slideCertificate

Tarte claimed over 1 billion impressions as its Dubai trip drew cost-of-living criticism.

Original · @lblikes
Clip · @jackmacbarstool on TikTok
Clip · @jill_justine on TikTok
Clip · @monetmcmichael on TikTok
Clip · @tartecosmetics on TikTok
Clip · @itsmaureenkelly on TikTok
Clip · @alixearle on TikTok
#stitch with @christineabrahamm my thoughts on this Tarte influencer trip to Dubai
@lblikes on TikTok
This is elite #journalisming
@jackmacbarstool on TikTok
TO BE CLEAR I do not do this anymore, but what a wild job it was!! #tarte #tartedubai #dubai #tarteinfluencer #influencertrips #alixearle #shapetape #greenscreen
@jill_justine on TikTok
#trippinwithtarte in Dubai: All the Wins & Learnings - Tubular Labs
Tubular Labs
tarte-dubai-tiktok-influencers
TIME
sooo im guessing today’s marketing sync is cancelled?
@tartecosmetics on TikTok
must have been the other tarte ceo 😂 #trippinwithtarte #tarte #tartecosmetics #womensupportingwomen #bosswomen #makeup #girlbossadvice #girlbossmotivation #makeupindustry #womenincharge…
@itsmaureenkelly on TikTok
best viral moments
TIME
tiktok-influencer-trips-tarte-01
TIME
welcome to the girls room 🎀💕🌸👛 get ready with us in dubai @alixearle @itsaishamian @azramian #trippinwithtarte
@monetmcmichael on TikTok
Day 1 was insane. Not real. #diml #dubai #tarte
@alixearle on TikTok
Exclusive: Tarte CEO Maureen Kelly sets the record straight on the brand's influencer trip to Dubai
Glossy
So, Tarte's Viral Influencer Trip Wasn't Actually In Dubai After All
Elite Daily
Tarte’s Influencer Trip: What They Did Right + What They Got Wrong
Lia Haberman
Morning Brew Logo
Marketing Brew
A group of content creators on a DSW brand trip to Anguilla.
The Business of Fashion

Spread Score

How it works
Reach52Contagion35Breadth30Velocity65Longevity4846

Numbers

Dubai trip impressions, brand claim; not unique people
1B
As of Jul 19, 2023 · Self-reported · The Business of Fashion
Peak date
Week of Jan 20, 2023
Jan 18 ’23 to Week of Jan 20, 2023
Platforms
4
Started on TikTok
Origin
Mixed
Beauty & personal care

Mechanics

  • Response chain
  • ControversyPrimary
  • Real-world spectacle
  • Platform jump
  • Press loop

How it spread

Trace the origin

Tarte funded a UAE trip to promote a foundation. TikTok reactions questioned its cost and timing, then spread into press and Reddit. Tarte denied cash payments to attendees and later claimed increased website sales and over a billion impressions.

Dates use the stated precision; chart positions are date anchors.

Google searchesJan ’23FebAprJunAugOctDecPeakTikTokPressOpen webReddit
TikTokPressOpen webReddit

13 more events on this chart

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Timeline (16)

  1. January 2023

    Tarte Cosmetics precursor · Jan 18 ’23

    Tarte sent influencers and their guests to the UAE with Sephora Middle East.[1][2]

    Exclusive: Tarte CEO Maureen Kelly sets the record straight on the brand's influencer trip to Dubai
    Open the first post ↗

  2. @lblikes seed · Jan 18 ’23

    Lindsay stitched Christine Abraham’s trip content and questioned Tarte’s marketing choice.[3][4]

    #stitch with @christineabrahamm my thoughts on this Tarte influencer trip to Dubai

  3. @jackmacbarstool backlash · Jan 19 ’23

    Jack Mac posted an investigation questioning how Tarte could afford the trip.[5][1][4]

    This is elite #journalisming
    397K followers
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 number
  2. 2026-10-14Added: 16 events, 20 sources · Score 46 · Fact-check passed (31 claims)
Origin
Mixed
Sector
Beauty & personal care
Region
US
Dubai trip impressions, brand claim; not unique people
1B
As of Jul 19, 2023 · Self-reported · The Business of Fashion
Evidence
Grade B

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How the next thing spread, the week it does.

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Google searchesJan ’23FebAprJunAugOctDecPeakTikTokPressOpen webReddit
TikTokPressOpen webReddit

13 more events on this chart

Join free to see them

  1. January 2023

    Tarte Cosmetics precursor · Jan 18 ’23

    Tarte sent influencers and their guests to the UAE with Sephora Middle East.[1][2]

    Exclusive: Tarte CEO Maureen Kelly sets the record straight on the brand's influencer trip to Dubai
    Open the first post ↗

  2. @lblikes seed · Jan 18 ’23

    Lindsay stitched Christine Abraham’s trip content and questioned Tarte’s marketing choice.[3][4]

    #stitch with @christineabrahamm my thoughts on this Tarte influencer trip to Dubai

  3. @jackmacbarstool backlash · Jan 19 ’23

    Jack Mac posted an investigation questioning how Tarte could afford the trip.[5][1][4]

    This is elite #journalisming
    397K followers

  1. backlash · Jan 20 ’23

  2. press · Jan 20 ’23

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Why it worked

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