In something of a first for the influencer industry, a popular podcast has launched a product collab with a major beauty brand.
Alisha Marie and Remi Cruz’s Pretty Basic podcast has joined forces with Tarte for a multi-product set launching today on Tarte’s website, and then rolling out to Ulta stores nationwide on Valentine’s Day.
The deal marks Marie and Cruz’s first beauty collab — though Cruz did briefly operate her own skin care upstart called HoneyPop in 2018 — as well as Tarte’s first deal with a podcast (though the brand is no stranger to influencer collabs, having previously worked with Grav3yard Girl and Hannah Meloche). The Pretty Basic x Tarte collection is priced at $35 and comprises a neutral eye and cheek palette, a lip oil, and travel-sized mascara — with shades named after signature phrases from the Pretty Basic universe, including ‘perf’, ‘boy drama’, and ‘content baby content’.
“When we launched Pretty Basic in 2018, we were at the forefront of creator-driven podcasts, but we knew how big this could be,” Marie and Cruz said in a joint statement provided to Tubefilter. “While accumulating over 50 million lifetime downloads, we’ve built a following for the brand across all social media platforms, introduced original and sponsored content on the brand’s YouTube channel, and now released our first branded product.”
Pretty Basic is repped by Ramble — a collaboration between talent agency UTA and podcast network Cadence13 that exclusively produces shows hosted by YouTube stars. In recent months, Pretty Basic has also undergone a gradual format shift, welcoming guests on for interviews including Maddie and Kenzie Ziegler, Emma Chamberlain, and Olivia O’Brien.
You can check out a video teaser for the Pretty Basic x Tarte collection right here: