Tarte Cosmetics

Tarte Cosmetics is an American cosmetics company headquartered in New York City.

It was founded by Maureen Kelly in 1999; her first product was a cheek stain that was used the following year for the cover of Self magazine. Also in 2000, Tarte Cosmetics debuted its first order at Henri Bendel. In 2003, Tarte products were being stocked by Sephora and in 2005 at QVC. By 2010, the company's products were being sold by Ulta Beauty.

Tarte products are sold in U.S. department stores, including Macy's and Beauty Brands, and in Sephora stores internationally. The brand heavily utilizes influencer marketing, hosting an annual influencer trip. Tarte's most obscure brand trip was to the island of Bora Bora. However, the brand experienced backlash due to how elaborate and unrelated the brand trip was. Despite backlash, Tarte continues to be a popular topic of conversation, which increases the brand engagement.

Tarte Cosmetics was founded by Maureen Kelly. While pursuing a PhD in psychology at Columbia University, she decided to explore her passion for cosmetics because she couldn't find effective makeup that met her standards; she wanted natural makeup products that offered a glamorous look. Kelly started the company with the support of her first husband. Kelly began to research cosmetics and worked out of her apartment until her cheek stain was developed. The cheek stain caught the attention of beauty writers a week after launching in Henri Bendel. Kelly spent much of the first two years delivering sample products to the mail rooms of magazine publishers, hoping they would invite her back. As sales continued, Tarte launched in Sephora in 2003 and two years later on QVC.

In March 2014, a 93.5 percent stake in Tarte Cosmetics was acquired for $135 million by Japanese company Kosé Corporation, which wanted to expand into North America.

In June 2018, Tarte announced the revival of its sister brand, Awake, which produces a line of skincare products. Tarte produces influencer trips for social media influencers, sponsoring them to travel to different locations as a group, such as Costa Rica or Bora Bora.