
We believe in breaking down beauty boundaries, shattering stereotypes & being kind. We believe in high-performance AND natural.
our juicy story

meet Maureen Kelly
founder & CEO
Not only is she the innovator behind your fave products, she’s a proud boy mom & viral content creator who shares everything from beauty hacks to #momlife.

meet shape tape™
#1 concealer brand
Swipe on the hype! This best-selling icon was inspired by our founder’s experience with cystic acne & is now the #1 concealer brand.
Maureen's Faves
high performance naturals™
Formulated with the best skinvigorating™ ingredients mother nature has to offer
giving back
Giving back has been at the core of our values since day 1. We proudly support causes like female empowerment, underserved communities, environmental conservation, animal rescue, health & wellness & disaster relief.
Giving back has been at the core of our values since day 1. We proudly support causes like female empowerment, underserved communities, environmental conservation, animal rescue, health & wellness & disaster relief.
heart to tarte™
Our 501(c)(3) non-profit founded by Maureen to make it even easier to support the causes close to our hearts.
25+ years cruelty-free
We’re proud to be cruelty-free & offer vegan-friendly options since day 1!


1
from vision board to IRL
1999: Maureen launches the OG cheek stain
2000: tarte enters Henri Bendel
2001: Oprah puts us on The O List
2003: we launch our site & land at Sephora
2005: lights, camera, lashes on QVC

2
glowing & growing
2007: Maureen wins Entrepreneur Magazine’s Woman of the Year
2008: Maureen discovers Amazonian clay
2008: We partner with Sambazon to support Rainforest conservation
2010: tarte enters Ulta Beauty
2011: Amazonian clay foundation & maracuja oil hit shelves, inspired by Maureen's travels
2013: tarte launches globally at Sephora

3
expanding the fam
2015: 1st ever #trippinwithtarte
2015: tartelette matte palette launches
2016: OG shape tape launches & goes viral
2017: Maureen founded our nonprofit, heart to tarte™
2019: tarte helps found an all-female co-op in the Amazon #poweredbygirlpwr

4
celebrating 25 years
2020: Shape Your Future™ biz awards launch
2022: OG cheek stain returns
2023: tarte labs™ launch
2024: 25-city global kindness tour
2025: 1st-ever shape tape in a stick drops
1999 – 2005
2006 – 2013
2014 – 2019
2020 – 2025