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Tarte is a [[cruelty-free]] makeup brand. They do not test on animals. Tarte is certified by [[PETA]]. Tarte is not 100% vegan, but some of their individual products contain only vegan ingredients.<ref>{{Cite web|url=https://www.crueltyfreekitty.com/brand/tarte/|title=Tarte Animal Testing and Cruelty-Free Status|website=Cruelty-Free Kitty|date=7 February 2017 |language=en-US|access-date=2018-12-13}}</ref>
Tarte is a [[cruelty-free]] makeup brand. They do not test on animals. Tarte is certified by [[PETA]]. Tarte is not 100% vegan, but some of their individual products contain only vegan ingredients.<ref>{{Cite web|url=https://www.crueltyfreekitty.com/brand/tarte/|title=Tarte Animal Testing and Cruelty-Free Status|website=Cruelty-Free Kitty|date=7 February 2017 |language=en-US|access-date=2018-12-13}}</ref>


== #Trippinwithtarte ==
Tarte is widely acknowledged as a pioneer in luxury trips for creators and Tarte's community members. Tarte has hosted over hosted twenty #trippinwithtartes to exotic locations such as Bora Bora, Turks and Caicos, Morocco, Greece, Hawaii, Dubai and Puerto Rico. Founder and President Maureen Kelly states “Almost ten years ago, we set out to create an intimate bonding environment”<ref>{{Cite web|url= https://www.forbes.com/sites/charlesrtaylor/2024/02/28/tarte-goes-to-bora-bora-influencer-trips-as-a-promotional-device/?sh=3473f81910a1|title=Tarte Goes To Bora Bora: Influencer Trips As A Promotional Device|website=Forbes|access-date=2024-02-28}}</ref> to build relationships with creators and consumers alike.  The trips are successful at “building excitement among influencers and consumers alike while showing some sensitivity to concerns about authenticity”. <ref>{{Cite web|url= https://www.forbes.com/sites/charlesrtaylor/2024/02/28/tarte-goes-to-bora-bora-influencer-trips-as-a-promotional-device/?sh=3473f81910a1|title=Tarte Goes To Bora Bora: Influencer Trips As A Promotional Device|website=Forbes|access-date=2024-02-28}}</ref> Participants and members of Tarte celebrate exclusive Tarte product launches, share themed meals and enjoy group activities ranging from boat rides to local music events. They visit local nonprofits supporting causes ranging from animal care like PotCake Canine Rescue in Turks to humanitarian relief. Tarte does not require or pay for any specific Tarte social media posts, but the creators do get exclusive access to new product releases and often take the opportunity to convey their first impressions to their followers. These #trippinwithtarte trips often result in strong long-term relationships. Participants of #trippinwithtarte trips are selected based on criteria ranging from their presence on social media like TikTok <ref>{{Cite web|url= https://www.glossy.co/beauty/tarte-tiktok-influencer-trip/|title=Tarte takes on TikTok with a dedicated influencer trip|website=Glossy|access-date=2024-03-15}}</ref> and Instagram and their status as winners of Tarte contests for the general Tarte community <ref>{{Cite web|url= https://www.businessoffashion.com/articles/beauty/what-really-happens-on-a-tarte-influencer-trip/|title= What Really Happens on a Tarte Influencer Trip|website=The Business of Fashion|access-date=2023-08-07}}</ref>. Many creators continue their relationship with Tarte long after the completion of the trip and some creators subsequently collaborate with Tarte on product offerings.<ref>{{Cite web|url= https://remezcla.com/remezcla/tarte-cosmetics-makeup-bundle-curated-hispanic-heritage-month-candy-lover/|title= Tarte Cosmetics Launches Makeup Bundle Curated By This Latina Influencer|website=Remezcla|access-date=2023-10-05}}</ref>
== Philanthropy ==
== Philanthropy ==
Maureen Kelly partnered with Sustainable Amazon Partnership, which encouraged forest stewardship, created new jobs, boosted living conditions, and offered educational opportunities.<ref>{{Cite web|url=http://smartgirlsgroup.com/style-beauty/2014/01/a-background-of-tarte-cosmetics/|title=A Background of Tarte Cosmetics {{!}} Smart Girls Group|language=en-US|access-date=2018-12-13}}</ref> On 28 August 2017, Tarte announced the company's support of an anti-[[cyberbullying]] campaign with the [[Tyler Clementi Foundation]]. Tarte asked consumers to take a self-portrait and upload it to [[Instagram]] with a [[hashtag]] #kissandmakeup. For each self-portrait uploaded, a donation was made to the foundation and one poster received a lifetime supply of Tarte Cosmetics.<ref>{{Cite web|url=https://www.beautypackaging.com/contents/view_breaking-news/2017-08-28/tarte-promotes-campaign-against-cyber-bullying/|title=Tarte Promotes Campaign Against Cyber-Bullying|website=Beauty Packaging|access-date=2018-12-13}}</ref>
Maureen Kelly partnered with Sustainable Amazon Partnership, which encouraged forest stewardship, created new jobs, boosted living conditions, and offered educational opportunities.<ref>{{Cite web|url=http://smartgirlsgroup.com/style-beauty/2014/01/a-background-of-tarte-cosmetics/|title=A Background of Tarte Cosmetics {{!}} Smart Girls Group|language=en-US|access-date=2018-12-13}}</ref> On 28 August 2017, Tarte announced the company's support of an anti-[[cyberbullying]] campaign with the [[Tyler Clementi Foundation]]. Tarte asked consumers to take a self-portrait and upload it to [[Instagram]] with a [[hashtag]] #kissandmakeup. For each self-portrait uploaded, a donation was made to the foundation and one poster received a lifetime supply of Tarte Cosmetics.<ref>{{Cite web|url=https://www.beautypackaging.com/contents/view_breaking-news/2017-08-28/tarte-promotes-campaign-against-cyber-bullying/|title=Tarte Promotes Campaign Against Cyber-Bullying|website=Beauty Packaging|access-date=2018-12-13}}</ref>

Revision as of 01:40, 29 February 2024

Tarte Cosmetics
Company typePrivate
IndustryPersonal care
Founded1999
FounderMaureen Kelly
Headquarters
New York, NY
,
United States
Area served
Worldwide
Key people
  • Maureen Kelly (CEO)
  • Candace Craig Bulishak (Pres.)
  • Heather Pollard Hemsley (CAO)
  • Sam Kitain (CMO)
  • Kim Tran (COO)
  • Sriram Ganapathy (CFO)
  • Veronica Iuliano (GC)
ProductsCosmetics and beauty products
OwnerKOSÉ Corporation (93.7%)
Websitehttps://tartecosmetics.com/

Tarte Cosmetics is an American cosmetics company headquartered in New York City.[1][2][3]

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.[4] 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.[5]

History

Tarte Cosmetics was founded by Maureen Kelly.[6] She was pursuing a PhD in psychology at Columbia University when she decided to pursue her interest in cosmetics because she could not find effective makeup she liked; she wanted natural makeup that gave a glamorous look.[7] Kelly started the company with the support of her first husband.[6] 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.[1]

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.[8]

In June 2018, Tarte announced the revival of its sister brand, Awake, which produces a line of cruelty-free skincare products.[9]

Ingredients

Maureen Kelly has stated that she wanted makeup that uses natural ingredients, including Amazonian clay,[10] goji berry extract, passionfruit and vitamins A, C, and E.

Tarte Cosmetics does not use parabens, mineral oil, synthetic fragrances or gluten in their products. Parabens are excluded because they are known to disrupt hormones.[11] Mineral oil is also not included because it clogs pores and can be contaminated with toxins.[12][unreliable source?] Synthetic fragrances are avoided due to the risk of allergic reactions. Gluten is not included because if it is accidentally consumed, it could cause a reaction.[13]

Tarte is a cruelty-free makeup brand. They do not test on animals. Tarte is certified by PETA. Tarte is not 100% vegan, but some of their individual products contain only vegan ingredients.[14]

#Trippinwithtarte

Tarte is widely acknowledged as a pioneer in luxury trips for creators and Tarte's community members. Tarte has hosted over hosted twenty #trippinwithtartes to exotic locations such as Bora Bora, Turks and Caicos, Morocco, Greece, Hawaii, Dubai and Puerto Rico. Founder and President Maureen Kelly states “Almost ten years ago, we set out to create an intimate bonding environment”[15] to build relationships with creators and consumers alike.  The trips are successful at “building excitement among influencers and consumers alike while showing some sensitivity to concerns about authenticity”. [16] Participants and members of Tarte celebrate exclusive Tarte product launches, share themed meals and enjoy group activities ranging from boat rides to local music events. They visit local nonprofits supporting causes ranging from animal care like PotCake Canine Rescue in Turks to humanitarian relief. Tarte does not require or pay for any specific Tarte social media posts, but the creators do get exclusive access to new product releases and often take the opportunity to convey their first impressions to their followers. These #trippinwithtarte trips often result in strong long-term relationships. Participants of #trippinwithtarte trips are selected based on criteria ranging from their presence on social media like TikTok [17] and Instagram and their status as winners of Tarte contests for the general Tarte community [18]. Many creators continue their relationship with Tarte long after the completion of the trip and some creators subsequently collaborate with Tarte on product offerings.[19]

Philanthropy

Maureen Kelly partnered with Sustainable Amazon Partnership, which encouraged forest stewardship, created new jobs, boosted living conditions, and offered educational opportunities.[20] On 28 August 2017, Tarte announced the company's support of an anti-cyberbullying campaign with the Tyler Clementi Foundation. Tarte asked consumers to take a self-portrait and upload it to Instagram with a hashtag #kissandmakeup. For each self-portrait uploaded, a donation was made to the foundation and one poster received a lifetime supply of Tarte Cosmetics.[21]

Heart to tarte - Established in 2018, heart to tarte is a 501(c)3 charitable organization to facilitate charitable donations to donate funds and support causes like female empowerment and health, underserved communities, environmental conservancy, animal rescue and disaster relief. Heart to Tarte has facilitated donations for multiple causes including prenatal care [22], storm relief [23], education for women and animal rescue including sea turtle conservancy.

Shape Your Future Small Business Awards- These awards are given to small business entrepreneurs based on specific application criteria including business plan, business maturity and type of business.[24] Over the past two years over $450,000 has been awarded to support young entrepreneurs who need additional support. In addition to financial assistance, the program provides Tarte labs assistance. Tarte labs is a creator and small business resource for growing and scaling a business providing content creation space and expert assistance in marketing, e-commerce, operations and other areas. [25]

Tarte Loves Teachers - tarte partners with educators to ensure that the financial burden of school room supplies ranging from books to pencils to tissues doesn’t fall on the individual teacher. [26] As of February 2024, Tarte has cleared over 2100 teacher wishlists, gifted over 10,000 products to teacher at teacher events, refurbished many teacher lounges in schools and hosted teacher gifting suites all summer on Teacher Tuesdays.[27] Tarte is honored to provide multiple forms of support to the original influencers - Americas Teachers.

Tartelette U Mentorship Program - established in 2021, the Mentorship Program accepts college interns for classes in the fall, spring and summer. The Program provides each intern with one on one mentorship from Tarte executives, group training from division heads, access to product launches, the opportunity to engage in peer networking and a chance to influence product development.[28]

Tarte 25th Anniversary Kindness Tour - The heartfelt initiative is designed to give back to communities that have embraced Tarte since 1999.  The Tarte tour bus began in January 2024 in Los Angeles and will stop in a total of 25 cities both in the United States and internationally.[29] Each tour bus stop will include a visit to one of Tarte’s retail partners, a pop-up with free merchandise for visitors, a party for influencers and giveaways to teachers at a local school.[30] Tarte will sprinkle kindness and thank employees at the retail partners, give community tartelettes gift bags and gift certificates and greet local teachers to hand out Tarte products, provide school supplies and clear teacher Amazon wish lists.

Controversies

Tarte cosmetics has been involved in several controversies.

2017: On 16 September, the official Instagram of the account posted a meme with the text, "my brain during the day: Potato, potato, ching chong tomato". These words were written by a social media intern at Tarte. People were quick to call out the brand for the racist comment. Tarte claimed that an intern had posted it not knowing that it contained a racial slur, and was just trying to follow a trend. The brand disabled comments on the apology citing conflict amongst the people commenting as the reason.[31]

2018: After the foundation version of its "Shape Tape Concealer" line released on MLK day, consumers noticed that the shade range ignored darker skin tones as it only had 14 tones, most of which for fairer skin. [32]

2023: In early 2023, the brand hosted influencers in a #trippinwithtarte Dubai [33]. Despite a claim that no influencers of color attended the trip, social media posts on TikTok and Instagram documenting the trip by influencers including Monet McMichael, Azra Mian, Aisha Mian, Abeer Sindar, Noor Dabash, Christine Abraham and Haneen Saeed Ahmed Hassan indicate otherwise.

In addition the brand hosted influencers at a #trippinwithtarte in Turks and Caicos in May. Social media posts on TikTok and Instagram documented attendance by many popular influencers including: Alix Earle, Melinda Berry, Xandra Pohl, @Imani, Meredith Duxbury, Angelica Torres, @Golloria, Clark Peoples and Stassie Karanikolaou. There was an allegation on TikTok that a Person of Color creator was given a smaller room. [34] [35]

References

  1. ^ a b Adler, Carlye (September 15, 2010). "Tarte Cosmetics: A PhD Drop-Out Shakes Up the Beauty Biz". Time.
  2. ^ Turnbow, Tina (July 13, 2011). "Face Time Maureen Kelly, Tarte Cosmetics". New York Times.
  3. ^ Conlon, Patrick (August 2, 2012). "Beauty Brands, Waiting for Suitors". Wall Street Journal.
  4. ^ "Tarte History | Tarte Cosmetics". tartecosmetics.com. Retrieved 2018-03-26.
  5. ^ "Store Locator". Tarte Cosmetics. Retrieved September 5, 2016.
  6. ^ a b "Maureen Kelly Biography - life, family, children, parents, mother, son, born, siblings, contract, husband - Newsmakers Cumulation". www.notablebiographies.com. Retrieved 2018-12-13.
  7. ^ Carlisle, Carrie. "A Background of Tarte Cosmetics". Smartgirlsgroup.com.
  8. ^ Penning, Abby. "Koseacute; Corp. To Acquire Tarte". Global Cosmetic Industry. Retrieved 2018-03-26.
  9. ^ "Tarte's Sister Brand Is Here and It's Packed With Fun Skin-Care Products Under $40". Allure. 26 June 2018. Retrieved 2019-06-10.
  10. ^ "Amazonian Clay Full Coverage Foundation". tartecosmetics.com. Retrieved 2018-12-13.
  11. ^ "Should People Be Concerned about Parabens in Beauty Products?". Scientific American. Retrieved 2018-12-13.
  12. ^ "3 Key Reasons to Avoid Mineral Oil". Be Well. 2014-04-28. Retrieved 2018-12-13.
  13. ^ Haupt, Angela (September 11, 2012). "Are Gluten-Free Cosmetics Necessary?". Health.usnews.com.
  14. ^ "Tarte Animal Testing and Cruelty-Free Status". Cruelty-Free Kitty. 7 February 2017. Retrieved 2018-12-13.
  15. ^ "Tarte Goes To Bora Bora: Influencer Trips As A Promotional Device". Forbes. Retrieved 2024-02-28.
  16. ^ "Tarte Goes To Bora Bora: Influencer Trips As A Promotional Device". Forbes. Retrieved 2024-02-28.
  17. ^ "Tarte takes on TikTok with a dedicated influencer trip". Glossy. Retrieved 2024-03-15.
  18. ^ "What Really Happens on a Tarte Influencer Trip". The Business of Fashion. Retrieved 2023-08-07.
  19. ^ "Tarte Cosmetics Launches Makeup Bundle Curated By This Latina Influencer". Remezcla. Retrieved 2023-10-05.
  20. ^ "A Background of Tarte Cosmetics | Smart Girls Group". Retrieved 2018-12-13.
  21. ^ "Tarte Promotes Campaign Against Cyber-Bullying". Beauty Packaging. Retrieved 2018-12-13.
  22. ^ "Saving more & giving back with tarte!". Mint Arrow. Retrieved 2021-05-04.
  23. ^ "Tarte Cosmetics to Hold #stormoflove Fundraiser on 10/11 Supporting Natural Disaster Relief". PR Newswire. Retrieved 2017-10-10.
  24. ^ "Tarte Announces Second Annual Shape Your Future Small Business Awards". PR Newswire. Retrieved 2023-07-28.
  25. ^ "Tarte is Helping Black, Women-Led Businesses Shape Their Future". ELLE. Retrieved 2023-07-29.
  26. ^ "The New Community Playbook- known for its influencer trips, Tarte is Reprioritizing Community". MSNBC. Retrieved 2023-12-20.
  27. ^ "How This Popular Cosmetic Company is Celebrating Teachers". MSNBC. Retrieved 2023-12-22.
  28. ^ "Tarte announces Internal Leadership Positions". PR Newswire. Retrieved 2023-07-21.
  29. ^ "Tarte Cosmetics 25th Anniversary Kindness Tour Lights Up Miami". Haute Living. Retrieved 2024-02-26.
  30. ^ "Tarte is Embarking on a Cross-Country Tour to Celebrate its 25th Anniversary". Modern Retail. Retrieved 2024-01-23.
  31. ^ "Tarte Cosmetics Apologizes After Posting a Meme With a Racial Slur". Seventeen. 2017-09-19. Retrieved 2023-05-29.
  32. ^ "Twitter is Really Pissed over Tarte's New Foundation Collection". 16 January 2018.
  33. ^ Maguire, Lucy (2023-01-20). "Tarte's Dubai backlash: Are influencer trips 'tone deaf' in 2023?". VOGUE Business. Retrieved 2023-07-22.
  34. ^ Ware, Asia Milia (2023-05-09). "Why Black Women Creators Are Accusing Tarte of Mistreatment (Again)". The Cut. Retrieved 2023-05-29.
  35. ^ "TikTokers Pull Back the Curtain on Influencer Brand Trips". Time. 2023-05-16. Retrieved 2023-09-27.
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