Tarte Cosmetics is a globally recognized leader in the beauty industry, renowned for its high-performance naturals™. Founded by Maureen Kelly in 2000 from her one-bedroom apartment, Tarte was born out of a desire to create makeup that was good for your skin without compromising on quality or glamour. The brand emphasizes cruelty-free practices, eco-chic packaging, and the use of skin-invigorating ingredients like Amazonian clay, maracuja oil, and super-fruits. Tarte offers a full range of cosmetics, including their iconic shape tape™ concealer, foundations, eyeshadow palettes, mascaras, and skincare products, all formulated without parabens, mineral oil, phthalates, triclosan, sodium lauryl sulfate, and gluten.
Serves as the central command for global operations, including product development, brand strategy, marketing, and corporate functions.
Modern office space designed to foster creativity and collaboration, reflecting the brand's vibrant and playful aesthetic. It likely features open-plan areas, dedicated product testing zones, and social spaces to encourage innovation.
Known for a fast-paced, dynamic, and inclusive work environment. Employees, often referred to as 'Tartelettes,' share a passion for beauty, innovation, and the brand's ethical commitments of being cruelty-free and using 'good-for-you' ingredients.
The New York City headquarters places Tarte at the epicenter of beauty trends, talent, and media, facilitating strong industry connections and global brand management.
Tarte Cosmetics maintains a strong global presence, reaching customers worldwide through multiple channels. Key to its international reach are robust e-commerce operations via its official website, which ships to numerous countries. Additionally, Tarte products are prominently featured in major international beauty retailers such as Sephora (globally), Ulta Beauty (in the US), and Macy's (in the US). The brand's distribution network covers North America, Europe, Asia, Australia, and the Middle East, supported by targeted regional marketing initiatives and localized operational strategies to effectively engage diverse consumer bases.
1375 Broadway
New York
NY
USA
Address: Fora, 2nd Floor, 35-41 Folgate Street, London, E1 6BX, UK
To strategically expand Tarte's brand presence and product accessibility across Europe, tailoring marketing and sales strategies to local consumer preferences and strengthening relationships with regional retail partners.
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As of April 2025, Tarte Cosmetics' leadership includes:
Tarte Cosmetics has been backed by several prominent investors over the years, including:
Tarte Cosmetics continues to strengthen its leadership team. While major C-suite changes are infrequent, the company strategically adds talent in key growth areas. In the past year, there has been at least one notable VP-level hire.
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Tarte Cosmetics primarily utilizes the `first.last@tartecosmetics.com` email format for its employees. Other less common formats may exist but this is the most frequently observed pattern.
first.last@tartecosmetics.com
Format
maureen.kelly@tartecosmetics.com
Example
80%
Success rate
Glossy • February 28, 2024
Tarte Cosmetics's latest #TrippinWithTarte influencer trip to Bora Bora in early 2024, following a controversial Dubai trip, continued to generate significant online discussion. These trips are a core part of Tarte's marketing strategy, aiming for viral reach and engagement, though they sometimes face criticism regarding perceived extravagance or exclusivity....more
KOSÉ Corporation IR • February 8, 2024
KOSÉ Corporation's Q3 FY2023 financial results (ending December 2023) highlighted Tarte Cosmetics's continued strong performance, particularly in the Americas. Tarte's sales significantly contributed to the overall growth of KOSÉ's cosmetics business segment, underscoring its importance within the parent company's portfolio....more
CEW (Cosmetic Executive Women) • November 15, 2023
Tarte Cosmetics hosted a 'Maneater Makeover' pop-up event in New York City, offering consumers an immersive experience to celebrate its popular Maneater product line. The event featured product demonstrations, makeovers, and interactive installations, reinforcing brand engagement and product visibility....more
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