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At , we believe in breaking down beauty boundaries, shattering stereotypes & being kind. We believe in high-performance AND natural.
All tarte products are formulated with a blend of naturally-derived & other ingredients designed to perform.
•fruit & plant extracts from Mother Nature • clinically-proven ingredients • vegan-friendly options • tarte 12-hour power™ • consumer tested results
always formulated without: parabens, mineral oil, phthalates, triclosan, sodium laurly sulfate & gluten
I started tarte with a dream of developing good-for-you beauty that's never boring. I became so focused on the ingredients I was putting on my skin, and a lot of my favorite products had some not-so-cool ingredients in them.
So out of my 1-bedroom, rent-controlled NYC apartment with my friends & family as employees getting paid in pizza, I launched my very first product! Our OG tartelettes know, it was the cheek stain: a skin-loving blush stick infused with acai, acerola, maracuja, goji & pomegranate – finally, ingredients you could pronounce!
Just like that, we were on the map. I bought a bottle of champagne, celebrated the win & continued on my adventure. I started building an incredible team, we moved into a (real) office which we quickly outgrew & now we have an amazing group of peeps behind the scenes that have truly become family.
Fast forward 20 years to a full assortment of award-winning formulas… but it’s still just the beginning. We will never stop learning, never stop growing & I will always be that girl with a dream. Thanks to YOU GUYS, my dream became a reality & I am forever grateful.
Xo, Maureen Kelly
good-for-you crew
Full family of flawless formulas featuring cult-classic concealer, foundation, powder & more!
Powerhouse sustainably-harvested & skin-balancing superstar delivers better, longer, truer wear.
Beauty in a breeze! Simple, Effective & Always vegan™ formulas for easy, everyday glam.
Cult-classic palettes designed for our tartelettes: beauty trailblazers who are fearlessly confident, shamelessly fun & uniquely themselves collection
Walk on the wild side with our fierce-at-your-fingertips maneater™ that’ll have you lookin’ your best in just a few steps with low-maintenance, high-impact formulas.
Superfruit-infused formulas hand-harvested from our all-female cooperative for firmer, brighter, smoother-looking skin.
No-brainer beauty that’s sweet to your skin, the environment, animals & sweeter without the bad stuff.
Beauty sleep in a bottle! Inspired by Japanese skincare, these botanical-infused formulas are easy-to-use & deliver real results.
ingredients we love
better, longer, truer wear
promotes firmer, brighter, smoother-looking skin
nourishes for maximum hydration
helps hydrate & brighten
vitamin-packed to help restore moisture
helps smooth & soften look of fine lines
helps nourish, moisturize & soothe
helps condition & repair
nourishes to leave skin smooth & soft
essential fatty acid known to soothe & moisturize
1999
the start of tarte!™
2000
first department store debut (woop woop!)
2005
launched iconic lights, camera, lashes™ mascara
2011
launched maracuja oil, sustainably sourced from cooperative
sustainably harvested Amazonian clay to launch fan-fave foundation
2014
tarte™ goes global!
2016
launched vegan, marine-powered SEA collection
cult-favorite shape tape™ concealer is born
2017
launched heart to tarte™ 501(c)(3) nonprofit
2018
we got a sister - sugar rush!™
our 501(c)(3) non-profit
In 2017, tarte created heart to tarte™, tarte’s™ 501(c)(3) non-profit dedicated to causes like animal welfare, women’s empowerment ending cyberbullying & more.