American cosmetics brand known for its cruelty-free, high-performance naturals™ and playful, ingredient-focused makeup.
ORIGIN
US
PRICE TIER
premium
Founded by Maureen Kelly in 1999 from her New York City apartment, Tarte was born from a desire for makeup that was both glamorous and good for you. A pioneer in the clean beauty space, the brand developed a philosophy of “high-performance naturals,” creating formulas that are cruelty-free and made without parabens, mineral oil, or phthalates. Kelly, who was pursuing a Ph.D. in psychology, wanted to create straightforward, effective products for real women, a mission that led to the brand’s first success with its iconic cheek stain.