Conceived with the idea of giving life to make-up products that are easy to use and that are also good for the skin, Tarte is undoubtedly one of the most loved beauty brands. The famous concealers and mascara tell the story of Maureen Kelly, founder of the brand, who has chosen to revolutionize the approach to make-up forever. In fact, all Tarte products combine skincare with cosmetics thanks to the formulations that mix natural ingredients based on fruits, plants and oils with a unique beauty know-how. We met Maureen for you to let us reveal all the secrets of Tarte, from now finally available also in Italy exclusively at Sephora
TBS: Hello Maureen, you define yourself a “makeup maniac”, can you tell us something about this passion and what do you think is the most important aspect about makeup?
Maureen Kelly: I’m not a makeup artist, but I’ve always loved makeup ever since I was a little girl. The reason I started Tarte was because I was frustrated with the options that were available to me at the beauty counter. I wanted products that could give me a flawless look, but were easy to use & weren’t going to wreck my skin. That drives everything we do at Tarte – we’re creating fun, easy-to-use, multitasking essentials that are good for your skin & take the guess work out of makeup.
TBS: Tarte, your brand, is an easy-to-wear and long-lasting makeup and skincare brand, what can you tell us about it? How was it born?
Maureen Kelly: I created Tarte a little over 20 years ago in my 1-bedroom apartment in New York City to be a line of effortless, multi-tasking products that deliver real results. My goal from day 1 was to make products with powerful, naturally-derived ingredients that show people that makeup can be good for your skin while still looking beautiful & lasting last all day.
TBS: Tarte has finally arrived in Italy with Sephora, which are the products we must try and why?
Maureen Kelly: Our original shape tape™ concealer & shape tape™ ultra creamy concealer – these are best-sellers & with good reason! Our shape tape™ concealer covers everything from dark circles to redness, pores & acne scars. It does so much more than cover problems though, it’s packed with skin-loving ingredients like mango & shea butters to nourish skin & licorice root to brighten. You can use it to brighten & contour too! And our brand new shape tape™ ultra creamy concealer has everything you love about shape tape™ but with a new creamier texture for all skin types – especially dry/mature skin! It’s formulated with built-in eye cream for 24hr hydration & features prickly pear – a plant that actually thrives & flowers in dry, desert climates because it retains so much moisture – to brighten, hydrate, & soothe skin. face tape™ foundation is another one of my favorites, it’s the foundation version of America’s #1 concealer & just like shape tape™ it’s made up of 40% smoothing technology! 100% — every person—in our consumer study said it minimized the appearance of pores AND covered dark spots, redness & imperfections. I LOVE our mascaras, they’re the best. lights, camera, lashes™ 4-in-1 mascara has been my fave for years, but recently I’ve also been loving our newer maneater™ mascara as well – it instantly makes your eyes look bigger & lifted, every time I wear it people ask me if I had lash extensions! I actually like to use both together, I call it cocktailing! I’ll use lights, camera, lashes™ on my top lashes to lift & curl (it’s like a push-up bra for your lashes!) & maneater™ on my bottom lashes to make sure it doesn’t smudge if I’m wearing eye cream (it’s waterproof too!). Our tartelette palettes are also a must-try. We have 2 in Europe – our tartelette in bloom palette & tartelette toasted palette. Both have 12 super wearable shades that you can mix & match to create a bunch of different looks. They’re also in coordinating rows so you have a foolproof look ready to go! We’re actually launching in Italy with a limited-edition tartelette juicy palette too. This one is SUPERSIZE – it has 20 rosy & bronze shades, it’s our juiciest tartelette palette ever!