Value proposition

high-performance natural beauty 🌻
cruelty free 🙅 parabens, gluten, mineral oil

tarteTM is the pioneer of high-performance naturalsTM & one of the fastest growing cosmetic companies in the U.S. Over 20 years ago, founder & CEO Maureen Kelly set out to create a cruelty-free line of easy-to-use, life-proof products packed with good-for-you ingredients that deliver real results without compromise. tartelettes around the world – including beauty editors, makeup artists, content creators & celebrities alike – obsess over the full assortment of award-winning, highly-pigmented, & longwearing cosmetics. Each item is developed without the icky, bad stuff (like parabens, mineral oil, phthalates, & more) & with the best naturally-derived ingredients Mother Nature has to offer. The brand is 85% vegan (with 100% vegan skincare!) & further extended their philosophy of “good-for-you glamour” by launching sister brands Awake by tarteTM & sugar rushTM. tarteTM is committed to sharing its passion for skinvigoratingTM ingredients with the world: it has in-store presence in over 20 countries & online at tarte.com, shipping to over 70 countries worldwide!

But tarteTM doesn’t stop there. Giving back has always been a part of the brand’s DNA. In 2017, tarteTM founded heart to tarteTM, a 501(c)(3) non-profit organization to help support causes like anti-cyberbullying, environmental conservancy, animal rescue, disaster relief & women’s & children’s health initiatives. tarte also sustainably sources ingredients directly from cooperatives, & in 2019 helped fund the creation of an all-female maracuja cooperative in the Rainforest.