Inside an apartment in 1999 in New York City, Maureen Kelly created Tarte’s first product: cheek stain. A year later, they were at the cosmetic counters at Henri Bendel’s, then Sephora, and a bit later, Ulta. Tarte creates vegan, gluten free, and hypoallergenic cosmetics, as well as skincare.
Tarte is known for their makeup products, especially their Amazonian clay and “Rainforest of the Sea” line. Here are just a few of their most popular makeup products listed on their website’s best seller page!
1. Shape tape concealer ($27)
One of Tarte’s most well known products, this concealer is full of amazing ingredients, and provides a “firmer, more lifted look,” as described by Tarte. Helianthus annuus seed cera, or sunflower seed extract, conditions skin and helps to structure the product. Glycyrrhiza glabra root extract, which is actually licorice, also helps to condition skin. Shea butter, olive oil, and Mangifera indica (mango) extract treat and soften skin, too.
2. Amazon clay full coverage foundation ($39)
When you just can’t get away with a lighter coverage, but want something that won’t be too heavy, this seems like a great option for foundation. Vitamin E softens skin when applying, while kaolin clay, Tarte’s signature ingredient in Amazonian clay products, absorbs excess oil and reduces cakiness on the skin.
3. BB tinted treatment primer ($37)
If the opposite of above is true and lighter coverage is the goal, Tarte offers yet another great, natural option. Diamond powder in this product reduces the appearance of pores by adding a pearly sheen to skin. Several other ingredients, like Hexyl laurate and Butyl stearate, condition and soften skin, too.
4. Light, camera, flashes, statement mascara ($23)
This mascara is described as making a statement, but it seems like it nourishes just as well. With castor seed oil, beeswax, and carnauba wax, your eyelashes won’t be dried out by this mascara, but the paraffin in it will help keep lashes coated, making this product long lasting.
5. Micellar magic makeup remover and cleanser ($18)
While Tarte is known primarily for their makeup, it wouldn’t be fair to give an overview of their products without highlighting some of their skincare. This item is definitely a best seller, listed third on the page. This cleanser uses gentle, natural ingredients, but Tarte says it can remove even the longest lasting makeups. Camellia sinensis leaf extract, more known as simply green tea, acts as an anti-inflammatory agent and antioxidant. Morus alba root extract, or mulberry extract, also acts as an antioxidant and helps to even skin tone after use. Disodium cocoamphodiacetate, a natural cleanser, mixes and absorbs oil and dirt so that when your face is rinsed with water, everything washes away. Most importantly, according to Tarte, this product features their new favorite ingredient: babassu oil glycereth-8 esters. This essence comes from babassu trees, and is a nourishing ingredient often uses after tanning to keep skin from drying out.
Tarte doesn’t just stop with vegan and cruelty free ingredients - they make an effort to give back to the places they source their ingredients from. Tarte and its creator, Maureen Kelly, have worked with cooperatives in these rainforests where many of their ingredients come from, and make continuous efforts for these ingredients to be sustainably sourced and utilized. Tarte also supports various groups, partnering with the Sea Turtle Conservancy, and supporting Habitat for Humanity, March of Dimes, and Step Up.