tarte
Tarte Cosmetics is an American beauty brand known for makeup built around natural-ingredient positioning, including Amazonian clay-based products, and for its strong use of influencer and social-media marketing.
Last updated August 31, 2026
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Overview
Tarte Cosmetics is an American cosmetics brand founded in New York City in 1999 by Maureen Kelly. Kelly began developing the business while pursuing a PhD in psychology at Columbia University. She was motivated by the difficulty of finding makeup that combined effective performance with a more natural-ingredient profile and an attractive, glamorous finish. Working initially from her apartment with support from her first husband, she developed the cheek stain that became the brand's first product. The cheek stain provided Tarte with an early point of differentiation. It was used on the cover of Self magazine in 2000, helping the young company gain attention from beauty writers and consumers. Tarte also received its first order from the New York department store Henri Bendel in 2000. During the company's early years, Kelly personally distributed samples to magazine publishers in an effort to obtain editorial coverage. The brand expanded its retail presence in 2003 when its products began being stocked by Sephora, followed by a QVC launch in 2005. By 2010, Tarte products were also available through Ulta Beauty. Tarte's product and brand language has emphasized ingredients such as Amazonian clay, goji berry extract, passionfruit, and vitamins A, C, and E. The company has also promoted formulas free from parabens, mineral oil, synthetic fragrance, and gluten. This ingredient positioning placed Tarte within the broader movement toward so-called natural, clean, or ingredient-conscious beauty, while its packaging and color cosmetics maintained a fashion-oriented and accessible image. Its portfolio has included complexion products, cheek products, eye makeup, lip products, brushes, and skincare. In March 2014, KOSÉ Corporation acquired a 93.5 percent stake in Tarte for $135 million, giving the Japanese beauty company a platform for expansion in North America. Tarte continued to operate as a distinct consumer-facing brand under KOSÉ ownership. In 2018, it announced the revival of Awake, a sister skincare brand associated with the Tarte business. Distribution has combined direct brand activity with specialty beauty and department-store retail. In the United States, Tarte products have been sold through retailers including Sephora, Ulta Beauty, QVC, Macy's, and Beauty Brands. Internationally, Sephora has been an important route to market. The brand has also become particularly associated with influencer marketing, including sponsored group trips for social-media creators and collaborations such as a custom palette developed with Aspyn Ovard. These activities generated substantial online visibility and engagement, but some trips and inclusion decisions also produced criticism. Tarte has undertaken philanthropic and social-impact initiatives involving environmental stewardship, anti-cyberbullying, women-focused causes, education, and small businesses. Initiatives mentioned in public material include support for the Sustainable Amazon Partnership, the Heart to Tarte charity, the Tarte Loves Teachers program, the Tyler Clementi Foundation's anti-cyberbullying work, and the Shape Your Future Small Business Awards. The brand has also faced criticism over a 2017 social-media post containing a racial slur, the initially limited shade range of its Shape Tape foundation, and allegations concerning unequal treatment of creators on a 2023 influencer trip. Despite these controversies, Tarte remains an active cosmetics brand with a broad retail footprint and a marketing model centered on digital communities and creator participation.
History
Tarte Cosmetics was established in 1999 by Maureen Kelly in New York City. Kelly was studying psychology at Columbia University and became interested in creating cosmetics after finding that products available to her did not adequately combine performance, visual appeal, and a natural-ingredient orientation. With support from her first husband, she researched cosmetic formulation and began operating from her apartment. The company's first product was a cheek stain. The product gained early editorial visibility after being used for the cover of Self magazine in 2000. That year, Tarte also secured its first order from Henri Bendel, a prominent New York department store. Kelly spent much of the first two years sending samples to magazine publishers and beauty editors, building awareness through product seeding and editorial interest rather than through the resources of an established multinational company. Tarte's retail distribution expanded during the following decade. Sephora began stocking Tarte products in 2003, QVC added the brand in 2005, and Ulta Beauty carried its products by 2010. The brand also developed distribution through United States department stores, including Macy's and Beauty Brands, while Sephora provided an international retail channel. The brand's identity developed around color cosmetics with a more ingredient-conscious proposition. Public descriptions of Tarte products have highlighted Amazonian clay, goji berry extract, passionfruit, and vitamins A, C, and E. Tarte has stated that its products do not use parabens, mineral oil, synthetic fragrances, or gluten. This approach helped the brand participate in the growth of natural and clean-beauty marketing while retaining the visual language and product breadth of a mainstream prestige cosmetics company. In March 2014, Japanese cosmetics company KOSÉ Corporation acquired 93.5 percent of Tarte for $135 million. The transaction was intended to support KOSÉ's expansion in North America. Tarte remained a separate consumer brand following the acquisition. In 2018, the company announced the revival of Awake, a sister brand focused on skincare. Digital marketing became central to Tarte's growth and public identity. The company has sponsored influencer trips, taking groups of online creators to destinations including Costa Rica and Bora Bora, and has worked with individual influencers on products such as a custom palette created with Aspyn Ovard. These trips generated extensive social-media exposure and engagement, although the scale and perceived relevance of some trips prompted criticism. A later trip involving Black creators and other creators in Turks and Caicos and Miami in 2023 led to allegations of unequal room assignments and itineraries and to public criticism of the company's response. Tarte has also promoted philanthropy and social initiatives. Its activities have included a partnership with the Sustainable Amazon Partnership, support for the Tyler Clementi Foundation's anti-cyberbullying campaign, the Heart to Tarte charity, the Tarte Loves Teachers program, and the Shape Your Future Small Business Awards. The company has nevertheless faced reputational controversies, including a 2017 Instagram post containing a racial slur and criticism of the initial 2018 Shape Tape foundation shade range for insufficient representation of darker skin tones. Tarte continues to operate as an active cosmetics brand under KOSÉ ownership, selling makeup and related beauty products through specialty retailers, department stores, and international distribution channels.
- 2021
Shape Your Future awards are founded
[1]Tarte created the Shape Your Future Small Business Awards and associated Tarte Labs accelerator support.
- 2020
Tarte Loves Teachers begins
[1]The company founded an initiative supporting teachers with classroom supplies, in-person support events, and educator discounts.
- 2018
Awake is revived
[1]Tarte announced the revival of its sister skincare brand, Awake.
- 2014
KOSÉ acquires majority ownership
[1]KOSÉ Corporation acquired a 93.5 percent stake in Tarte for $135 million.
- 2010
Ulta Beauty distribution
[1]Tarte products became available through Ulta Beauty.
- 2005
QVC launch
[1]Tarte expanded into QVC retail distribution.
- 2003
Sephora distribution begins
[1]Tarte products began being stocked by Sephora.
- 2000
First cheek stain and Henri Bendel order
[1]Tarte's first cheek stain was used on the cover of Self magazine, and the brand received its first order from Henri Bendel.
- 1999
Tarte Cosmetics is founded
[1]Maureen Kelly founded Tarte Cosmetics in New York City and began developing the business around cosmetics with a natural-ingredient orientation.
Products and positioning
Ingredient-conscious, accessible prestige beauty with a natural-ingredient narrative, colorful cosmetics, and highly visible influencer-led marketing.
Cheek makeup · 1999
Cheek stain
Tarte's first product was a cheek stain developed by Maureen Kelly. It established the brand's early identity as a cosmetics company focused on practical, wearable color products with an ingredient-conscious positioning. The product gained early editorial attention after appearing on the cover of Self magazine in 2000.
Complexion makeup
Shape Tape Concealer
Shape Tape Concealer is one of Tarte's best-known complexion offerings. It is associated with the brand's complexion franchise and helped make Shape Tape a prominent name in online beauty discussion. The related foundation launch later drew criticism over the size and inclusiveness of its initial shade range.
Makeup
Amazonian clay makeup
Amazonian clay is a recurring ingredient and product platform in Tarte's makeup portfolio. The brand has used it to support claims and storytelling around performance and natural-origin ingredients across complexion and other color-cosmetic products.
Skincare sister brand · 2018
Awake
Awake is a sister skincare brand associated with Tarte. Tarte announced its revival in 2018, extending the group's presence beyond color cosmetics into skincare.
Controversies
2023
Allegations of unequal treatment on creator trip
After a trip involving Black creators and other influencers in Turks and Caicos and Miami, creators alleged differences in room assignments and itineraries based on race. A chief executive apology delivered in a casual video format was itself criticized, after which the brand issued a formal statement.
2018
Limited initial Shape Tape foundation shade range
Consumers criticized the initial Shape Tape foundation release for offering only 14 shades, most of which were aimed at lighter complexions. The launch was viewed by critics as insufficiently inclusive of darker skin tones.
2017
Racist Instagram meme
Tarte's official Instagram account posted a meme containing an anti-Asian racial slur. The company said an intern had published the material without understanding its offensive nature and issued an apology. Comments on the apology were disabled because of conflict among commenters.
Marketing campaigns
- 2021Shape Your Future Small Business Awards
United States
Tarte created an awards program for small-business entrepreneurs. Eligibility and judging considerations included business type, size, and maturity, while awardees also received assistance through Tarte Labs.
Outcome. The program combined financial recognition with accelerator-style support for selected entrepreneurs.
- 2020Tarte Loves Teachers
United States
The initiative provided classroom supplies from teachers' wish lists, hosted supply collection and support days at Tarte headquarters, and offered cosmetics, beauty services, and educator discounts.
Outcome. The program provided direct material support to teachers whose classroom expenses might otherwise be paid personally.
- 2017Kiss and Makeup
United States
Tarte partnered with the Tyler Clementi Foundation on an anti-cyberbullying campaign. Consumers were encouraged to upload self-portraits to Instagram using the hashtag #kissandmakeup, with a donation made for each qualifying post. The campaign also offered one participant a lifetime supply of Tarte Cosmetics.
Outcome. The campaign supported the Tyler Clementi Foundation and increased social participation around the anti-cyberbullying message.
- 2017Heart to Tarte
United States
Tarte established Heart to Tarte, a charitable initiative supporting causes including women's shelters and breast cancer-related efforts.
Outcome. The initiative broadened Tarte's philanthropic activity beyond product marketing.
- Influencer trips
International
Tarte has sponsored group trips for social-media influencers to destinations including Costa Rica and Bora Bora. The program generated substantial creator content and brand conversation, while the scale and perceived relevance of some trips also attracted criticism.
Outcome. The trips increased online engagement but created reputational risk around luxury spending and inclusivity.
Brand decisions
2018
Revive the Awake sister brandStrategyBackground
Tarte sought to maintain or extend its presence in skincare alongside its established color-cosmetics business.
Action taken
The company announced the revival of Awake as a skincare-focused sister brand.
Aftermath
Awake became part of the brand group's skincare activity.
2014
Sell a majority stake to KOSÉM&ABackground
KOSÉ sought to expand its presence in North America, while Tarte had developed a recognizable cosmetics brand and expanding retail distribution.
Action taken
KOSÉ acquired a 93.5 percent stake in Tarte Cosmetics.
Aftermath
Tarte continued as a distinct consumer-facing cosmetics brand within KOSÉ's portfolio.
Acquisition price. $135 million (March 2014)
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