- Founded In: 1999
- Founder: Maureen Kelly
- Headquarters: New York City, NY
- Brand Philosophy: Tarte Cosmetics is dedicated to creating cruelty-free, vegan-friendly beauty products infused with beneficial ingredients, promoting kindness and sustainability.
- Current Vice President of Creative Services: Erica Hillmann
- Current CEO: Maureen Kelly
- Known For: Tarte Cosmetics is known for its bestselling Shape Tape™ Concealer, which revolutionized the industry with its full-coverage formula and crease-proof finish. The brand’s Amazonian Clay Foundation and blushes are celebrated for their long-wearing, skin-balancing properties, making them staples in many makeup collections. The Maracuja Juicy Lip Balm has gained popularity for its hydrating formula and glossy finish, becoming a viral favorite among beauty enthusiasts.
Founded in 1999 by Maureen Kelly, Tarte Cosmetics began as a passion project in her New York City apartment, aiming to create makeup that combined glamour with healthy ingredients. Over the years, Tarte has become a leader in eco-chic beauty, offering cruelty-free cosmetics formulated with naturally-derived ingredients like superfruits, plant extracts, vitamins, minerals, and essential oils.
Tarte’s commitment to high-performance naturals™ has led to the development of iconic products such as the Shape Tape™ Concealer, renowned for its full coverage and long-lasting wear. The brand’s innovative approach extends to its marketing strategies, notably pioneering influencer trips that have set industry standards for authentic engagement.
Collaborations have played a significant role in Tarte’s evolution. A notable partnership with BORBA resulted in co-branded lip glosses that combined beauty with skincare benefits, showcasing Tarte’s dedication to innovation. This unique blend of natural ingredients, ethical practices, and strategic collaborations has solidified Tarte’s position as a beloved brand among beauty enthusiasts.