If there’s one brand that knows how to bring the beauty and the buzz, it’s Tarte Cosmetics — and their latest collab with Sports Illustrated Swimsuit during Miami Swim Week was the ultimate It-Girl playground. From May 30 to June 1, Miami’s iconic W Hotel South Beach became a hotbed of sun, swimsuits, and supermodel-level glam, with Tarte stepping in as the official beauty partner for the 2025 SI Swimsuit Runway Show — and trust, they understood the assignment.
Before the lights hit the runway, Tarte’s exclusive Glam Suite became the go-to spot for VIPs, creators, and some of the stunning SI Swimsuit models to get glammed to perfection. Think: beachy bronzed skin, shimmery lids, juicy lips, and lashes that served drama from sunrise to “Tarte after dark.”
Celeb Secrets’ Juliet Schroder and Jozie Schroder were lucky enough to score an invite to the ultra-luxe activation, where beauty dreams came true thanks to expert MUAs, dreamy product drops, and custom glam experiences that made us feel like the main character. The room was decked in tropical-chic décor, signature Tarte branding, and just enough sparkle to make every selfie pop — and yes, we absolutely posted up on every couch, touched up our gloss under every mirror, and soaked up every minute of it.
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Giving sleek and sophisticated, Juliet stepped into her SI-coded moment wearing a vibrant, floral halter dress from Camilla With Love that gave major Miami muse. Her makeup was bold and radiant — think bronzed contour, glowing cheeks, and a multidimensional purple-pink eye look from a mixture of many iconic Tarte palettes that popped against her smooth, straight hair. The look was sealed with the viral Maracuja Juicy Lip Plump ($27) for the ultimate luxe pout and fluttery lashes using Tarte’s best-selling Tartelette Tubing Mascara ($28) that turned heads in every selfie stop at the suite.
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Channeling soft summer romance with her flowing blonde waves, Jozie stunned in a pastel pink and blue floral two-piece set that matched the palette’s dreamy vibe to perfection. Her glam? A flush of beachy blush, glowing highlight, and a soft shimmering lid look created using the new #trippinwithtarte Amazonian Clay Eyeshadow Palette ($49) that debuted that weekend, which can be better described as the ultimate dreamy vacation-in-a-compact. A swipe of the Maracuja Juicy Lip Plump ($27) brought the glossy finish, while her lashes were fanned and flirty thanks to Lights, Camera, Lashes Platinum Mascara ($28).
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Tarte used the occasion to debut its brand-new #trippinwithtarte Amazonian Clay Eyeshadow Palette ($49) — and it’s already on track to become this summer’s must-have. With 12 vacation-coded shades like Turks & Caicos, Puerto Rico, Key Largo, and Bora Bora, the palette is basically a tropical passport in powder form. The combo of soft mattes and glowing shimmers? Chef’s kiss!
Crafted on the brand’s own #TarteIsland and infused with their signature Amazonian clay for all-day wear, the shadows were built to withstand Miami humidity, poolside hangouts, and those late-night afterparties — which is exactly what they did.
Joining the #TrippinWithTarte crew were some of TikTok and Instagram’s most radiant creators, handpicked for the ultimate Miami moment. Sydney Schiffer, Adison Justis, Ella Halikas, Emely Moreno, Layla Taylor, Emmy Petit, and Brooke Dechow (a lucky giveaway winner chosen via Maureen Kelly’s socials!) were whisked away for a next-level girls’ trip filled with glam, gifting, poolside parties, and unforgettable memories.
The celebration kicked off in serious style with a Luxe Gifting Suite, setting the tone for a day filled with major beauty and fashion energy. From there, the vibes shifted to the Après Pool Party on the WET Deck — an all-out scene with music, cocktails, and bikinis that belonged in a lookbook.
But the real moment? The SI Swimsuit Runway Show, where some of the weekend’s most iconic glam was created using Tarte’s very own products. Watching the models strut in full confidence, glowing under the Miami lights in beauty looks straight from the Glam Suite? Unreal. It was the most unforgettable moment of the summer — and it was Tarte who helped make it all happen.
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Between the glam, the gifting, the glitter, and the girl gang energy, Tarte Cosmetics once again proved it’s not just a beauty brand — it’s a lifestyle. Their partnership with SI Swimsuit was all about empowering women to look and feel their best, whether they’re walking a runway or just living their hot girl summer dreams.
And if you needed a sign to book a trip, grab the #trippinwithtarte palette, and manifest your main character moment — this is it.
