Tarte Cosmetics
| Company type | Private |
|---|---|
| Industry | Personal care |
| Founded | 2000 |
| Founder | Maureen Kelly |
| Headquarters | , |
Area served | Worldwide |
Key people | Maureen Kelly (CEO) |
| Products | Cosmetics and beauty products |
| Owner | KOSÉ Corporation (93.7%) |
| Website | https://tartecosmetics.com/ |
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.