Tarte's Dubai junket for 50 influencers read as tone-deaf in a cost crisis

In mid-January 2023 Tarte Cosmetics flew about 50 influencers, plus their plus-ones, from eight countries to Dubai for the launch of a new foundation, in partnership with Sephora Middle East. Creators posted Emirates business-class seats and private villas at the Ritz-Carlton Ras Al Khaimah, and said their rooms were filled with gifts from other brands.

The timing made it a scandal: the US was edging toward recession and households were squeezed by cost-of-living inflation, and the trip's luxury — flights estimated at upwards of $22,000 a ticket by Barstool's Jack McGuire, a $13,254 round-trip business fare on the same route, villas and gift rooms — read as tone-deaf. His video drew millions of views; the hashtag #TrippinWithTarte passed 140 million.

CEO Maureen Kelly defended the trip. She declined to give the total cost, confirmed the influencers were not paid, said marketing had long favored influencer relationships, and justified business class as making a 14-hour flight pleasant. She announced charitable donations and called the Middle East the brand's fastest-growing market. No boycott figures or follower losses were reported, and the trip became the reference point for every later debate about brand junkets — what they cost, who pays, and what they signal.