History of Tarte Cosmetics
Tarte Cosmetics was founded in 1999 by Maureen Kelly, who wanted to create high-performance beauty products with natural ingredients. She started the brand from her apartment in New York City, launching with a single product—a cheek stain. The brand quickly gained popularity for its innovative, cruelty-free formulas that combined skincare benefits with makeup.
Over the years, Tarte expanded its product line to include foundations, eyeshadow palettes, and the bestselling Shape Tape Concealer, which became a cult favorite. The brand emphasizes eco-friendly and vegan ingredients, using Amazonian clay, maracuja oil, and other natural extracts. Today, Tarte is a globally recognized beauty brand, sold in major retailers like Sephora and Ulta, while maintaining its commitment to clean beauty and sustainability.