Tarte Cosmetics sweetens up with the launch of its new makeup brand, Sugar Rush

Tarte Cosmetics is stepping up its game with the launch of a new beauty brand.

The cruelty-free cosmetics label has launched Sugar Rush, a vegan-friendly line aimed at makeup-loving Gen Z shoppers on a budget, as reported by HelloGiggles.

The 17-piece series spans color cosmetics for eyes, lips and face, as well as skincare and bodycare products, makeup brushes, a face cleansing brush and two different makeup bags. Highlights include a vegan lip oil that comes in three different shades, a whipped body butter designed to resemble frosting and smell like cake, and an eye and cheek palette that comes presented in recyclable watermelon-shaped casing made from soy ink. The entire collection is packaged in candy pink and lilac hues, with pastel blue accents.

All the products in the range are cruelty-free and priced at under $30. The line will be stocked at tarte.com and at Ulta Beauty.

Introducing its newest baby, Tarte, which has been teasing Sugar Rush since December, referred to the brand as its "new BFF that's fresh, sweet, & so cute you won't delete." As for Sugar Rush, it has wasted no time amassing more than 12,000 followers on Instagram and unveiling aspiring model Shannon Bauer and makeup artist Iggy as key members of its ‘sugar squad.'

Tarte is not the only brand expanding its range recently -- earlier this month, cult label Too Faced unveiled its skincare debut, based on its existing ‘Hangover' cosmetics line. ColourPop fans are in for a treat this month, as the makeup label prepares for the launch of a sister skincare line. Meanwhile, last year saw ColourPop get a sister skincare brand in the form of ‘Fourth Ray Beauty' via its parent company Seed Beauty.