tarte cosmetics
#1 Mascara & Concealer Brand
About tarte cosmetics
Founded in 1999 by CEO Maureen Kelly, tarte creates cruelty-free, easy-to-use beauty powered by good-for-you ingredients and designed to deliver real results. From the #1 concealer and mascara brand in the U.S. to viral favorites loved by makeup artists, celebrities and creators worldwide, tarte proves you never have to choose between beauty that works and beauty that feels good. So, why partner with tarte? You’ll have access to award-winning, highly recognizable products your audience already knows & loves—plus exciting launches, exclusive offers, competitive commission opportunities, creator challenges & hands-on support to help your content convert. When you work with tarte, you’re joining a passionate creator community and a brand that knows how to turn great content into real earning potential. Giving back has been part of our DNA. Since day 1, tarte has been committed to making a difference. Last year alone, we donated over $2.3M+ to causes near & dear to our hearts, from empowering women & underserved communities to protecting our planet, supporting animal rescue, & providing disaster relief. Ready to create, connect & earn with us? Let’s rethink natural together.
1 sold every 4 seconds
1 sold every 7 seconds
3 yrs & counting!
Hear from Maureen Kelly
In 1999, Maureen Kelly dropped out of her clinical psychology PhD at Columbia to mix up a single cheek stain in the East Village one-bedroom she shared with her husband. It hit Henri Bendel in 2000, made Oprah's O List in 2001 & tarte never looked back. Shape tape™ was born from Maureen's own experience with cystic acne, went viral in 2016 & made tarte the #1 concealer brand in the country. She's still founder & CEO, a proud boy mom & a viral content creator herself, & she built tarte on the belief that beauty should break down boundaries, shatter stereotypes & be kind.
Product Categories
The products tarte cosmetics creators feature on TikTok Shop
Spotted: icons best-sellers set
2 best-sellers for the price of 1
CC undereye color corrector
sold out 5X on TikTok Shop
@itsmaureenkelly lash cocktail
475K+ sold on TikTok Shop
Big Stick Energy duo
470K+ sold on TikTok Shop
Commission Structure
Earn 15-20% standard commission on TikTok Shop + 10% paid commission from ads.
Content Guidelines
Think of tarte content as your bestie’s honest beauty review. 💜 Lead with a strong hook that solves a problem, then show the proof. Think GRWMs, split-face before-and-afters, & wear tests. Swipe it on, show the product in action & let your audience see the real, immediate results. Keep it authentic, keep it playful & always keep it kind. That’s the tarte way.✨ Campaign Don’ts - Don’t claim products are “medical” or “clinically proven” unless specifically provided by Tarte. - Don’t compare Tarte negatively against competitors by name. - Don’t use outdated product names or discontinued branding. - Don’t make unrealistic performance claims. - Don’t claim results are permanent. - Don’t edit videos in a way that materially changes product results (excessive filters, skin smoothing, AI alterations that change performance). - Avoid profanity. - Avoid controversial, political, or offensive topics. - Avoid negative body-shaming language. - Avoid implying someone “needs” makeup to be beautiful. - Do not leverage non-commercial music.
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