What is Tarte's Strategy, Exactly?

Cassandra Grey bought back Violet Grey after Farfetch acquired it (and shortly after dissolved their beauty sector). We dive into why we’re excited to see it back in her hands. But the biggest news of the week revolves around Tarte, Hermes bracelets, and gifting etiquette. We’re genuinely confused about the brand's current social strategy — even as beauty editors, we rarely know what product is being launched or promoted, as most of the discussion online tends to stem from their unsavory antics. Extravagant press trips and designer gifts are great, but is it getting the brand the return they desire?