Los Angeles wildfires: Tarte Cosmetics goes ahead with tropical island brand trip amid devastating blazes

Amid a rising death toll and tens of thousands of locals displaced in the Los Angeles wildfires, an American cosmetic company has come under fire after deciding to go ahead with their brand trip for influencers.

Tarte Cosmetics has assured followers their marketing trip for creators to a luxurious private holiday island in the Caribbean will go ahead while keeping those suffering from the devastating wildfires in mind.

In an Instagram post published on Saturday AWST, Tarte stated they would be contributing $10,000 (USD) on the behalf of each creator on the trip, totalling a $250,000 donation to World Central Kitchen.

“Giving back is at the heart of every #trippinwithtarte,” the brand wrote.

“This trip, we’re donating $10K on behalf of each creator attending, for a total of $250K to @wckitchen to support wildfire relief efforts in California.

The popular makeup company revealed they had planned the trip one year prior to celebrate 10 years of its brand trips.

“This trip is all about rest, recharge & connection,” it wrote.

“From Pilates to sound baths & more, we’re embracing time together on this sustainability-focused island.”

In addition to the $250,000 donated to World Central Kitchen, the brand also said it will be contributing 100 per cent of its proceeds to the food relief organisation from all tarte.com sales made between January 8 and January 11.

“Our hearts are with everyone affected by the devastating wildfires in California,” Tarte wrote.

“We also want to acknowledge our current #trippinwithtarte comes at a difficult time.

“Additionally 100 per cent of net proceeds from all tarte.com sales from 1/8-1/11 will be donated to World Central Kitchen, & we’ll continue to deliver self-care kits to evacuation shelters.

“Thank you to all the firefighters, rescue teams, & first responders for their tireless support & dedication to protecting the communities.”

Social media content creators on the Necker Island trip include: Brianna LaPaglia, Amber-Nicole, Mei Mei Monstaa, Olivia Walker, Gabriela Moura, Sonia Tucker, Kaylor Martin, Vidya Gopalan, Michelle York, Danielle Sierra, Kara Guillaume, ‘Justine’s Camera Roll’, Lena Mahfouf, Peyton Black, Sara and Avni, Brandis Bradley, Maureen Kelly and Kelsey Martinez.

The decision to move forward with the trip has been met with mixed reactions.

“You guys are so AWESOME!💜So appreciative of your kindness!! And I know first hand how hard WCK works to feed those in need!!! 🙏🏻,” one user wrote.

“This is amazing!! Thank you for being this kind of brand!” wrote another.

Other commenters were not so happy with Tarte’s actions.

“Please start thinking about cancelling trips like this and donate. Taking extravagant trips like this on an airplane is another major contributor to climate change. We must stop engaging in overindulgence and start acting in service to bettering our world for humankind. Thank you 💜,” wrote an Instragram user.

“Just cancel it & donate. I can’t imagine any LA based influencers would want to go under the circumstances. These kind of extravagant OTT brand trips are nauseating & disengaging for most consumers,” added a second.

Popular US influencer Tana Mongeau reposted Tarte’s response to her Instagram story on Saturday, revealing she had mixed feelings on whether she should attend or not.

“Have not decided if it is the right thing for me to attend tomorrow. . . while I have nowhere else to stay, and have to evacuate regardless. . . I am truly just so heartbroken,” her story on Saturday read.

“It doesn’t feel right to go so far and try to celebrate with the girls at this level of devastation but I also know that there’s nothing I can physically do here in LA.

“Regardless if I go I am so grateful for Tarte donating on my behalf and will be donating more as well.

“If you want to shop, all proceeds (and no I’m not getting kickback) go to those in need and I love them for that.”