Brand Spotlight

A Note From Maureen Kelly, Creator of Tarte Cosmetics


Seventeen years ago, Maureen Kelly was a self-described ‘beauty junkie’ who grew tired of products not working as promised or being chock full of icky, harsh ingredients she couldn’t pronounce –let alone want to put on her skin. A PhD candidate earning a degree in psychology, Maureen knew she had a knack for what women wanted & decided to pursue her passion for beauty full time.

In 2000, tarte cosmetics was born out of Maureen’s one bedroom apartment in New York City –a cruelty-free line of easy-to-use, life-tested beauty products that use healthy, naturally-derived ingredients to deliver real results to the everyday woman. tarte is the pioneer of high-performance naturals™ & also appeals to makeup artists & beauty enthusiasts worldwide with natural artistry through their assortment of highly-pigmented, long-wearing cosmetics & new skincare line formulated without harsh ingredients like parabens, mineral oil or gluten. tarte wants to encourage all women to #rethinknatural because you really can have it all…at least when it comes to your beauty products!



Strong is the new sexy. I’ve been hearing this a lot lately & love the fact that it doesn’t have to only apply to your workout, but also your beauty routine. Strong & sexy is how real women live. Most of us don’t go to cocktail parties every day –we go to yoga, spin, run errands…or out for multiple lattes (sorry, not sorry!). We’re moms, students, professionals & need our beauty to be easy because we’re busy running the world!

 This was actually my inspiration behind tarte’s first athleisure skincare line that I like to call ‘the yoga pants of skincare.’ It’s all about that fresh-face, woke-up like-this, no-makeup look that’s super versatile for all these real-life moments. It also conveys a quiet yet powerful confidence…you look like you’re not trying too hard because you’re not! Our entire skincare line is vegan, hypoallergenic & has active vitamins & water-based formulas that are clinically, life & workout-tested. Best of all, they give you that easy, low maintenance glow so you look great & feel even better.

tarteguard 30 was one of the first products introduced in this line & I’m so excited you get to try it out in this month’s GLOSSYBOX! I wear tarteguard under my makeup literally every day regardless if I’m out in the sun because SPF is so important in protecting your skin & delaying signs of aging. The super silky formula is also non-chemical, packed with antioxidants & feels like a light moisturizer (basically the SPF jackpot)..oh, & it smells amazing!   

To pull my whole look together, I even out my complexion using our BB tinted treatment 12-hour primer & then add a little color to my cheeks with our iconic Amazonian clay 12-hour blush. These formulas are AMAZING for balancing out your skin & giving you buildable coverage with some serious staying power. I finish with a dewy wash of lip color using our quench lip rescue, & then I always apply a few coats of our lights, camera, lashes™ 4-in-1 mascara before running out the door. This OG of natural mascaras has been my go-to for years because it gives just the right amount of volume without looking flaky or overdone.

Not only is this routine effortless, it’s also what I like to call good-for-you-glam because all of tarte’s makeup & skincare formulas incorporate naturally-derived ingredients that are above all, healthy. This has always been my mission since day 1 because I believe that feeding your skin with essential nutrients is just as important as nourishing your body…why should you have to choose between beauty that works & beauty that’s good for you?



Maureen Signature_BMP_new




Founder & CEO
tarte cosmetics


Get your March GLOSSYBOX here! 



Beauty Editor