About Tarte™

We believe in breaking down beauty boundaries, shattering stereotypes & being kind. We believe in high-performance naturals™.**

**What does high-performance naturals™ mean to us? 

All tarte™ products are formulated with a blend of naturally-derived & other ingredients designed to perform. We source fruit & plant extracts from Mother Nature, offer vegan-friendly options & have clinically & consumer-tested results.

our juicy story

A woman with long, reddish hair is smiling broadly, wearing a pink one-shoulder top and feather-shaped earrings. She's outdoors, with green foliage and a tree trunk in the background.

meet Maureen Kelly

founder & CEO

Not only is she the innovator behind your fave products, she’s a proud boy mom & viral content creator who shares everything from beauty hacks to #momlife.

Four Tarte Cosmetics concealers are displayed, standing upright against a gradient background. One has its applicator wand partially removed. Text: shape tape™ RADIANT, contour concealer, shape tape™ BLUR, shape tape™ CREAMY, ultra creamy.

meet shape tape™

#1 concealer brand

Swipe on the hype! This best-selling icon was inspired by our founder’s experience with cystic acne & is now the #1 concealer brand.

Three Tarte Cosmetics mascara tubes stand upright. The left tube features a leopard pattern, the center tube is purple with an open black brush, and the right tube is silver.

meet our mascaras

#1 mascara brand

Powered by lash-loving ingredients & ophthalmologist tested formulas, our award-winning mascaras serve major volume, length, curl & more.

A woman with long, reddish hair is smiling broadly, wearing a pink one-shoulder top and feather-shaped earrings. She's outdoors, with green foliage and a tree trunk in the background.

meet Maureen Kelly

founder & CEO

Not only is she the innovator behind your fave products, she’s a proud boy mom & viral content creator who shares everything from beauty hacks to #momlife.

Four Tarte Cosmetics concealers are displayed, standing upright against a gradient background. One has its applicator wand partially removed. Text: shape tape™ RADIANT, contour concealer, shape tape™ BLUR, shape tape™ CREAMY, ultra creamy.

meet shape tape™

#1 concealer brand

Swipe on the hype! This best-selling icon was inspired by our founder’s experience with cystic acne & is now the #1 concealer brand.

Three Tarte Cosmetics mascara tubes stand upright. The left tube features a leopard pattern, the center tube is purple with an open black brush, and the right tube is silver.

meet our mascaras

#1 mascara brand

Powered by lash-loving ingredients & ophthalmologist tested formulas, our award-winning mascaras serve major volume, length, curl & more.

Maureen's faves

2.49K tartelette™ tubing mascara

tartelette™ tubing mascara

Regular price $28 Regular price Sale price $28 Unit price /  per  ADD TO BAG 597 best seller shape tape™ blur concealer stick

shape tape™ blur concealer stick

Regular price $32 Regular price Sale price $32 Unit price /  per  ADD TO BAG 126 Life Lock™ hydrating setting spray

Life Lock™ hydrating setting spray

Regular price $32 Regular price Sale price $32 Unit price /  per  ADD TO BAG 105 best seller macaron blush & glow™ duo

macaron blush & glow™ duo

Regular price $38 Regular price Sale price $38 Unit price /  per  ADD TO BAG

high performance naturals™

Formulated with the best skinvigorating™ ingredients mother nature has to offer

A tube labeled tarte AMAZONIAN clay, 16-hour full coverage foundation rests on a tropical leaf. Nearby, a wooden bowl holds clay, surrounded by pink and white powders.

Amazonian clay

When Maureen 1st visited the Amazon, she discovered this skin-balancing powerhouse—perfect for makeup that wears better, feels better, & lasts longer.

A Tarte Cosmetics Maracuja Juicy Lip Plump stands upright beside a halved passion fruit, displaying vibrant yellow seeds. The background is a clean, white surface.

maracuja passion fruit

Sustainably sourced & cold-pressed by an all-female co-op in the Amazon, maracuja gives good-for-you nutrients like essential fatty acids & vitamin C.

A Tarte Cosmetics Shape Tape Radiant concealer with an applicator wand, displayed upright beside small orange berries and green leaves on a reflective surface.

seaberry

This antioxidant-rich berry helps hydrate, plump & smooth the skin. It’s one of those under-the-radar ingredients we use for its glow-getting powers.

Plump blueberries fill a wooden bowl, surrounded by a few green leaves, creating a fresh and vibrant composition.

açaí

We use acai in our good-for-you formulas since day 1. The OG ingredient is a superfruit rich in antioxidants & vitamins that help nourish skin.

A bottle of Tarte Cosmetics Face Tape foundation stands upright, featuring a golden pump, against a backdrop of white, textured floral decorations. Text reads: tarte™ face tape™ foundation fond de teint.

snow mushroom

Snow mushroom aka the beauty mushroom attracts moisture to the skin. It can hold up to 500 times its weight in water to help hydrate, brighten & smooth.

A Tarte Cosmetics Shape Tape Creamy concealer stands next to a half watermelon. The concealer's applicator is visible, resting against its decorative cap. Text on the bottle reads: ultra creamy concealer correcteur.

prickly pear

Mother nature’s answer for dry skin! Even in an extreme climate, it grows flowers & juicy superfruits. It’s the perfect ingredient to intensely moisturize.

cloudberry

Grown in the Arctic, this superfruit is known as Scandinavian gold for a reason. It’s packed with Vitamin C & helps brighten appearance.

giving back

Giving back has been at the core of our values since day 1. We proudly support causes like female empowerment, underserved communities, environmental conservation, animal rescue, health & wellness & disaster relief.

Giving back has been at the core of our values since day 1. We proudly support causes like female empowerment, underserved communities, environmental conservation, animal rescue, health & wellness & disaster relief.

heart to tarte™

Our 501(c)(3) non-profit founded by Maureen to make it even easier to support the causes close to our hearts.

Our 501(c)(3) non-profit founded by Maureen to make it even easier to support the causes close to our hearts.

25+ years cruelty-free

We’re proud to be cruelty-free & offer vegan-friendly options since day 1!

We’re proud to be cruelty-free & offer vegan-friendly options since day 1!

Two people hold a large check under palm trees. One holds a black puppy. The check reads: Tarte Cosmetics. Pay to the Order of Potcake Place K9 Rescue, Thirty Thousand Dollars, hearttotarte.

1

from vision board to IRL

1999: Maureen launches the OG cheek stain

2000: tarte enters Henri Bendel

2001: Oprah puts us on The O List

2003: we launch our site & land at Sephora

2005: lights, camera, lashes on QVC

2

glowing & growing

2007: Maureen wins Entrepreneur Magazine’s Woman of the Year

2008: Maureen discovers Amazonian clay

2008: We partner with Sambazon to support Rainforest conservation

2010: tarte enters Ulta Beauty

2011: Amazonian clay foundation & maracuja oil hit shelves, inspired by Maureen's travels

2013: tarte launches globally at Sephora

3

expanding the fam

2015: 1st ever #trippinwithtarte

2015: tartelette matte palette launches

2016: OG shape tape launches & goes viral

2017: Maureen founded our nonprofit, heart to tarte™

2019: tarte helps found an all-female co-op in the Amazon #poweredbygirlpwr

4

celebrating 25 years

2020: Shape Your Future™ biz awards launch

2022: OG cheek stain returns

2023: tarte labs™ launch

2024: 25-city global kindness tour

2025: 1st-ever shape tape in a stick drops

1999 – 2005

2006 – 2013

2014 – 2019

2020 – 2025