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We believe in breaking down beauty boundaries, shattering stereotypes & being kind. We believe in high-performance AND natural.
our juicy story
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.
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.
Maureen's Faves
tartelette™ tubing mascara
$27
ADD TO BAG
shape tape™ blur concealer stick
$29
Life Lock™ hydrating setting spray
$32
go with the faux freckle stamp
$26
Formulated with the best skinvigorating™ ingredients mother nature has to offer
When Maureen 1st visited the Amazon, she discovered this skin-balancing powerhouse—perfect for makeup that wears better, feels better, & lasts longer.
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.
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.
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.
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.
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.
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.
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.
25+ years cruelty-free
We’re proud to be cruelty-free & offer vegan-friendly options since day 1!
1
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
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
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
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
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