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Tarte’s Dubai Trip and the Tricky Ethics of Influencer Marketing

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of the last decade, few have been as unexpected as earlier this year. In mid-January, the cosmetic company Tarte took a group of content creators, including big-name TikTokers like (17.8 million followers), (3.1 million followers) and (4.8 million followers) on a lavish trip.

Attendees got more than just a wealth of cosmetics and other gifts—they flew in business class and stayed in personal villas at The Ritz-Carlton Ras Al Khaimah.

And they posted the whole thing for their followers in a series of “get ready with me” videos, room tours and more.Brand trips like this are nothing new.

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