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.

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

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shape tape™ blur concealer stick

$29

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Life Lock™ hydrating setting spray 

$32

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go with the faux freckle stamp

$26

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high performance naturals™

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

Amazonian clay

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

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.

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.

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.

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.

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.

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

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