A 30,000-person waitlist formed in 24 hours for tarte's limited-edition GRWM collection with Roller Rabbit — and today the collaboration goes on sale.

Tarte teased the collection last week. The waitlist signal puts the drop among the most anticipated beauty launches of the season, and tarte expects stock to move fast.

The partnership marks Roller Rabbit's first-ever collaboration with a beauty brand. The brand designed the collection to celebrate best friends, beauty rituals and what it calls "the kind of girlhood that never really has an age limit."

The collection reworks tarte's best-known products in Roller Rabbit's prints, reimagined in an exclusive lavender colorway created specifically for the drop. The lineup includes the cult-classic Shape Tape concealer, the viral Maracuja Juicy Lip vinyl and the brand's best-selling Tartelette tubing mascara.

True to Roller Rabbit's DNA, the collaboration extends beyond cosmetics. Coordinating pajamas, a robe, a makeup bag and an eye mask round out the offering — effectively a complete kit for what the brands position as a chic sleepover.

Pricing splits across two channels. The beauty products and bundle sets are available on tarte.com, starting at $26. The loungewear and accessories in the limited-edition print are available on rollerrabbit.com, starting at $28.

Both brands are positioning the collection as a holiday gift contender. Given the waitlist size, the limited-edition lavender print and the split-retail setup, sellouts across both sites look likely before the season peaks.