About Tarte™

welcome to

female-founded & cruelty-free
formulas infused with
good-for-you ingredients & kindness

rainforest with a river in the middle

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

Founder

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. Sounds simple right? Let me give ya the real rundown of how it began…

Like most of us, I was obsessed with all things makeup (thanks to my momma) & this led to my love for skincare! I became so focused on the ingredients I was putting on my skin & to my surprise, 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!

read more

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

Tarte™ Collections

meet the

good-for-you crew

shape tape™
learn more
amazonian clay
learn more
tarte™ sea
learn more
tartelette
learn more

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
learn more
tartelette
learn more

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

maneater
learn more
maracuja
learn more
sugar rush tarte™
learn more
awake by tarte™
learn more

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™
learn more
awake by tarte™
learn more

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

shout out to some of

our fave ingredients

amazonian clay
Amazonian clay

better, longer,
truer wear

maracuja
maracuja

promotes firmer,
brighter, smoother-
looking skin

 prickly pear
prickly pear

nourishes for
maximum hydration

snow mushroom
snow mushroom

helps hydrate &
brighten

acai
acai

vitamin-packed
to help restore
moisture

algae
algae

helps smooth &
soften look of
fine lines

avocado
avocado

essential fatty acid
known to soothe
& moisturize

babassu
babassu

helps nourish,
moisturize &
soothe

baobab
baobab

helps condition
& repair

coconut
coconut

nourishes to leave
skin smooth & soft

Heart to Tarte™

always formulated without:
  • parabens
  • mineral oil
  • phthalates

  • triclosan
  • sodium lauryl sulfate
  • gluten

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.

tarte

timeline