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Brand Awareness: Tarte Cosmetics

Maureen Kelly, CEO and Founder of Tarte says she started the Company in 1999 out of her one bedroom apartment. "Today tarte is a leader in healthy, eco-chic beauty, offering cruelty-free cosmetics infused with skinvigorating™ ingredients like superfruit and plant extracts, vitamins, minerals, essential oils and other naturally-derived ingredients. But it’s not just about what’s in our powerful formulas; it’s what’s not in them that really sets us apart! All of our products are formulated without parabens, mineral oil, phthalates, sodium lauryl sulfate, triclosan, synthetic fragrances and gluten, just to name a few. Ingredients are absolutely important to me, but so are formulas that perform. We call it tarte 12-hour power™, but you’ll just notice it lasts. Not to mention that we’ve got budgeproof, waterproof, sweatproof, SPF and formulas with truly compelling consumer panel claims". The Company remained independent until 2014 when it was acquired by the Japanese KOSÉ Corporation. You can read more about that here. At that time, Maureen issued a statement saying that Tarte would remain a cruelty-free company. Let's hope that's true. ***for an updated view on Tarte's "green beauty" status read this***

Best sellers

According to Notable Biographies, Tarte's - the team of Maureen and MUA Troy Surratt - first product was "a gel called Cheek Stain". If you check the site's Bestsellers page that product is still prominently featured along with quite a few others. When I first heard about the brand all the popular YouTube beauty vloggers were raving about their 12 hour Amazonian Clay blushes. I had to try them. Another widely raved about line is their Clean Slate primers. And I absolutely have to mention the infamous Lights, Camera, Lashes mascara.

My recommendations

The blushes hands down. 'Tipsy' is one of my all time favourites. I really like the blush palettes and sets that Tarte releases for the Holidays.

Tarte Cosmetics Pin Up Girl Amazonian Clay 12-Hour Blush Palette Holiday 2014

I'm also a huge fan of the Airbuki Bamboo Powder Foundation Brush. Their Skinny SmoulderEyes Amazonian Clay Waterproof liners are also a hit with beauty vloggers.

Watch Kristin Gehm's video here

Tarte products can be purchased online at,, and etc. as well as in Sephora and Ulta stores. A few Tarte items are currently in stock in The Marketplace.

Have you tried anything from Tarte Cosmetics? Let us know in the comments.

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