We believe inbreaking down beauty boundaries, shattering stereotypes & being kind. We believe inhigh-performance AND natural.
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.
the buffer brush
CC undereye corrector
macaron blush & glow duo
face tape foundation
sculpt tape & blush tape duo
tartelette XL tubing mascara
smolderEYES shadow liner
Amazonian Clay
When Maureen 1st visited the Amazon, she discovered this skin-balancing powerhouse—perfect for makeup that wears better, feels better, & lasts longer.
Maracujá 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.
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.
1999 – 2005
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
2006 – 2013
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
2014 – 2019
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
2020 – 2025
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