Tarte and Roller Rabbit collaboration sells out in 60 seconds
Tarte Cosmetics' partnership with lifestyle brand Roller Rabbit resulted in the company's fastest-selling collaboration to date, driving significant new customer acquisition.
On October 1, Tarte Cosmetics and lifestyle brand Roller Rabbit launched a limited-edition collaboration that sold out in one minute. The collection, which spanned cosmetics and accessories, represents the fastest sell-through in Tarte’s history.
The launch was preceded by a three-year development process and a high-intensity social media campaign that generated a 30,000-person waitlist within the first 24 hours. Tarte CEO Maureen Kelly reported that the launch drove a 250% increase in website traffic, with more than half of the customers being new to the Tarte brand.
Demographic data indicates the collection appealed to a broad age range, with 87% of shoppers coming from the Gen X and millennial cohorts, often purchasing items for themselves and their children. The success of the campaign highlights a strategy focused on blending nostalgia with modern social media engagement, particularly through partnerships with TikTok creators.