Tarte Cosmetics

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. Tarte Cosmetics was founded by Maureen Kelly. 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. Kelly started the company with the support of her first husband. 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.

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.

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