13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

#hustleandglow with tarte’s athleisure skincare collection

Finalist in Beauty

About this entry

Pioneer a new skincare collection dedicated to one of the internet's favorite trends, athleisure. The tarte athleisure skincare™ collection, what we're calling the yoga pants of skincare™, is not just a skincare collection but a social movement celebrating sporty as the new sexy. You know the feeling you get when you slip into a pair of great yoga pants? You have this quiet confidence - you know you look good and pulled together when you run out of the house. It's totally effortless and comfortable, but still cool. Each product in the collection is all about fitness for skin- so people can look good, feel good, and detox without the drama.

We designed all of our products to fit into people's on-the-go lifestyle. Whether running to the gym, running errands, or running off to brunch with friends, you know for sure that your mascara looks natural, effortless & isn't giving you dreaded raccoon eyes. Our longwearing, sweatproof, clinically-tested formulas combine powerful skincare & ingredients but with a minimalist, uncomplicated, effortless routine so you're always picture perfect.

So like your yoga pants, they are literally the product powerhouses that take 2 seconds to throw on but make you feel beautiful, healthy and ready for whatever (or wherever) you're running off to.

Why does this entry deserve to win?

Everything we do at tarte is about confidence, and feeling your best inside and out. Working out is definitely something that makes us feel strong and beautiful, and we love that our social communities feel the same way!

To promote our new athleisure skincare™ collection we partnered with social media "fitfluencer" Laiba Zaid to push the concept that "sporty is the new sexy". Laiba, aka @bodmonzaid, has over 1.3M Instagram followers who love to watch her work out. She's not only athletic but naturally beautiful, and a total beauty junkie. She was the perfect spokesperson for the campaign, titled Hustle & Glow (#hustleandglow) because she really puts the products through the ultimate sweat-sesh every single day.

From sharing behind-the-scenes during the photo shoot on our Snapchat and hers, to work out tutorials, and beauty routines, Laiba really helped our social communities see just how powerful the products are.

Since launch, we've created a lifestyle video highlighting the effortlessness of the collection. The video, which captures a woman waking up and prepping for a morning run, was aimed to inspire people get out there and look good while feeling even better.

To keep the buzz, engagement, and inspiration going, Deanna & Leigh from our social team have been snapping their workouts, which tens of thousands of viewers tune in to watch each day. We're also partnering with some of our favorite "fitfluencers" to takeover our Snap and share their beauty/exercise routines. In addition, we want to motivate consumers through special Spotify playlists (@tartecosmetics) - they snap us their favorite songs & we see what other fans are loving.


Being one of the first-ever athleisure-specific beauty collections to launch, we're extremely excited about the results. The collection has garnered over 274M social and media impressions in just two months with those numbers growing each day.

We hope to continue to inspire people to feel their best inside and out! Additional campaign results included:

- 196M social impressions

- 78M media impressions

- 1.6M measurable social engagements

- 219K total video views

(Engagements include all like, comments, and video views on owned and first-generation influencer content. Engagements on content shared or reposted by followers was not tracked.)


Video for #hustleandglow with tarte’s athleisure skincare collection

Produced by

tarte cosmetics

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced on Instagram this week. follow us to see who wins!