About Tarte™

At , we believe in
breaking down beauty boundaries,
shattering stereotypes & being kind.
We believe in high-performance
AND natural

What does
high performance naturals™
mean to us?

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


portrait photo of Maureen Kelly

maureen kelly, ceo & founder

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.

read more

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.

Maureen Kelly

Tarte™ Collections

meet the

good-for-you crew

shape tape™
amazonian clay
tarte™ sea

Full family of flawless formulas
featuring cult-classic concealer,
foundation, powder & more!

Powerhouse sustainably-harvested &
skin-balancing superstar delivers
better, longer, truer wear.

tarte™ sea

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

sugar rush tarte™
awake by tarte™

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.

sugar-rush tarte™
awake by tarte™

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.

Tarte™ Ingredients

ingredients we love

amazonian clay
Amazonian clay

better, longer,
truer wear


promotes firmer,
brighter, smoother-
looking skin

 prickly pear
prickly pear

nourishes for
maximum hydration

snow mushroom
snow mushroom

helps hydrate &


to help restore


helps smooth &
soften look of
fine lines


helps nourish,
moisturize &


helps condition
& repair


nourishes to leave
skin smooth & soft


essential fatty acid
known to soothe
& moisturize



Heart to Tarte™

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.