The tarte founder discusses the palette 15 years in the making.
Natural beauty products are having a moment, but when Maureen Kelly founded tarte 15 years ago, good-for-you ingredients definitely weren’t trendy. “The packaging was really kind of unglamorous. It was not, you know, something you’d want to carry around in your purse and pull out at a dinner party.” Today, tarte is one of the leading brands to focus on natural formulas. The Sephora Glossytalks to Kelly about how her brand came to be, and how she’s celebrating her 15-year milestone with her new Tartelette palette. BECKY PEDERSON
You founded tarte 15 years ago. Why did you decide to create your own beauty line?
Fifteen years ago…it’s hard to believe. Some days it feels like yesterday!
Fifteen years ago…it’s hard to believe. Some days it feels like yesterday!
I was always on the hunt for natural and healthy cosmetics, and there were just really not a lot of options back then. Whenever I would find formulas without what you’d call the ‘icky-bad ingredients,’ they just wouldn’t really last through my long days. I thought, there’s got to be a better way.
So I just worked on developing these formulas that were not only as long-lasting as the makeup artist lines, but formulas that used really healthy, good-for-you ingredients in this really adorable, chic, fashionable packaging. Because that’s what every girl wants, right? Something that’s healthy, something that looks good, something that will last. I set out to prove that glamour could be good for you.
So are there natural ingredients in the Tartelette palette that benefit your skin?
Always! All of our products have skincare benefits. All of the shadows and shades are infused with our iconic Amazonian clay, which works to balance the skin in the eyelids. We all have sebaceous glands in our eyelids, and the clay works over time to reduce that excess oil. It also works to really nourish and treat dry skin. It’s like the perfect ingredient to allow better, truer, longer wear—especially combined with all the natural mineral pigments we use to capture those really gorgeous colors.
Always! All of our products have skincare benefits. All of the shadows and shades are infused with our iconic Amazonian clay, which works to balance the skin in the eyelids. We all have sebaceous glands in our eyelids, and the clay works over time to reduce that excess oil. It also works to really nourish and treat dry skin. It’s like the perfect ingredient to allow better, truer, longer wear—especially combined with all the natural mineral pigments we use to capture those really gorgeous colors.
And of course, all of our formulas—what we call high-performance naturals—are formulated without parabens, mineral oils, phalates, triclosans, sodium laurel sulfate, or gluten, and every single one is dermatologist tested. If you wear contact lenses, or if you have really sensitive eyes, or allergies, you’re good.
The Tartelette palette is your anniversary palette. How is it representative of your brand?
Oh my gosh, so many reasons. First and foremost, it’s for real women—women like myself; I’m not a makeup artist—so it can be worn every day. And the shadows inside are inspired by our loyal fans. They’re named after our fans’ aspirational personalities. It’s the first palette that was actually launched to live on in our core collection just by popular demand, and that in and of itself is exciting.
Oh my gosh, so many reasons. First and foremost, it’s for real women—women like myself; I’m not a makeup artist—so it can be worn every day. And the shadows inside are inspired by our loyal fans. They’re named after our fans’ aspirational personalities. It’s the first palette that was actually launched to live on in our core collection just by popular demand, and that in and of itself is exciting.
And of course it’s representative of the brand because it’s so pretty and portable. It comes in our signature purple and is really playful with the handwritten Tartlette across the top.
And the formulas! All that stuff I mentioned before—that glamour can be good for you. I really feel like this palette is our brand, personified.
You mentioned that the Tartelette palette is inspired by your devoted clients. Can you explain who the typical Tartelette is and what she represents?
A Tartelette is a really confident person who is not afraid to be herself and take on the world. She’s someone who empowers other women—that’s so important and huge. You can be a dreamer, a caregiver, a fashionista, a force of nature, a natural beauty...each Tartelette is unique and an inspiration.
A Tartelette is a really confident person who is not afraid to be herself and take on the world. She’s someone who empowers other women—that’s so important and huge. You can be a dreamer, a caregiver, a fashionista, a force of nature, a natural beauty...each Tartelette is unique and an inspiration.
We are going to kick off the campaign by highlighting different Tartelette influencers…each of these women really reflects what it means to be a Tartelette. I think it will be neat to see as these different girls come down the pike. We want to continue to reinforce the message that no matter who you are, no matter what you look like, you should feel good about yourself. I wish I could send that message to my young teenage self!
Where do you see tarte going in the next 15 years?
Oh gosh. These first 15 have been such a whirlwind. I guess for the next 15, continuing to deliver pure, pretty, powerful products with high-performing naturals to our loyal Tartelettes. We just expanded internationally for the first time with Sephora Southeast Asia, and we’re opening in Sephora Australia. So just continuing to bring tarte to Tartelettes around the world.
Oh gosh. These first 15 have been such a whirlwind. I guess for the next 15, continuing to deliver pure, pretty, powerful products with high-performing naturals to our loyal Tartelettes. We just expanded internationally for the first time with Sephora Southeast Asia, and we’re opening in Sephora Australia. So just continuing to bring tarte to Tartelettes around the world.
And then skincare. That’s definitely one of my loves—everything from our maracuja oil to our eye cream. We’re just going to continue making products where they make sense and where they fit in for our Tartelettes.
