Sunday 17 May 2015

Behind The Brand: Tarte

Tarte brand history

Date of Birth: 1999

Founder: Maureen Kelly

History: It was a desire to use pure, healthy cosmetics that were both pretty and powerful, that lead Maureen Kelly to create Tarte. "Everything I found was full of unhealthy, icky stuff, and whether it was from a department store or one of the very few "healthy" makeup lines I could find, the packaging was so unglamorous that I hardly wanted to buy it let alone take it out of my purse in public!" says Maureen.

Maureen started Tarte in her one bedroom apartment in 1999 and, since then, Tarte has become a leader in healthy, eco-chic beauty. The brand offers cruelty-free cosmetics that are formulated with powerful, skin-benefiting ingredients, such as superfruit and plant extracts, vitamins, minerals, essential oils and other naturally-derived ingredients.

Tarte founder

Motto: "Be green, be smart, be tarte!"

Giving Back: Tarte supports cooperatives in the Rainforest, contributes to women's health organisations and develops eco-friendly & healthy programmes

Offerings: Tarte offer everything from lip tints and palettes to beauty tools, self tanners and skincare

Hero Products: Amazonian clay 12-hour full coverage foundation SPF15, tartelette Amazonian clay matte palette, tarteist clay paint liner and tartelette Amazonian clay 12-hour blush

Availability: Tarte is available around the globe. If you are based in the US, you can find in Sephora and ULTA. If you reside in the UK, Tarte can be found at QVC


Price Points

Foundations: Up to £33.00/$39.00

Mascara: Up to £21.50/$23.00

Blushers: Up to £25.00/$28.00

Lipsticks: Up to £15.00/$17.00

Skincare: Up to £38.50/$48.00

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