Founded in 2000 with the purpose of creating aesthetically pleasing, environmentally friendly makeup and skincare, Tarte has steadily risen to become one of the most beloved, sought-after beauty brands on the market. Its Shape Tape Concealer ($27) and Lights Camera Lashes Mascara ($23) are household names in the beauty world. Fame like that doesn't happen without kickass formulas, gorgeous packaging, and a savvy social media presence, and as far as Tarte is concerned, that's a check, check, check.
Over the years, the brand has amassed a cult following. That's no exaggeration—ask any of its nearly eight million Instagram followers how they feel about Tarte, and their reaction will likely involve some swooning. When a brand has fans as devoted as Tarte's, we as beauty editors take notice, which is why we got in touch with Tarte's brilliant founder, Maureen Kelly, to learn secrets about the brand that even its most die-hard fans may not know. Want to find out how to save money, get free samples, use Tarte's products in cool new ways, and more?
Just keep on reading.
1. The Brand Has a Delivery Service
If you're always running out of your favorite Tarte products, consider signing up for the brand's Tartelette delivery service, which replenishes products whenever you're running low on a regular schedule that you set beforehand. Better yet, the products ship for free and automatically give you a 10% discount, and if you decide you don't want the service anymore, you can adjust, skip, or cancel it anytime.
2. The Rewards Program Guarantees Tons of Free Samples
Register for Tarte's loyalty program (it's really easy), and you'll earn reward points with every purchase, which you can use toward deluxe (aka big, almost full-size) makeup samples only available to loyalty members. You also get two free mini samples with every order, so before you know it, you'll have more Tarte products than you'll know what to do with.
3. You Don't Have to Use All the Products As Directed
"Don't be afraid to play bartender and cocktail your products!" says Kelly. "We make so many multipurpose things." For example, the brand's Rainforest of the Sea Radiance Drops ($32) might seem like just a dry oil for the face, but you can also add a drop to matte liquid lipsticks to make them more hydrating, mix it with a foundation for a glowy finish, or add it to your body lotion for allover shimmer. "We have shades of lipstick that are gorgeous as eye shadows, and shadows that look stunning as a highlighter," Kelly adds.
(The Lingerie Lippie, $24, looks stunning as an eye tint, for one.)
4. Newsletter Subscribers Get Special Access to Sales
"Not to sound cliché, but join Tarte's newsletter (promise it's worth it) for news on flash sales and product launches," says Kelly. "It's basically a VIP club that gives our subscribers early access." The brand often lets its email list know about limited-time additions to its sales (like when it discounts its Shape Tape Concealer, $27, for a short time) before anyone else, as well.
If you're not an email person, you can sign up for the brand's SMS service instead. "We'll send you all the news on secret sales and product launches directly to your phone via text," Kelly says.
5. The Brand Has Video Tutorials for Almost Every Product
"A lot of people don't know this," says Kelly, "but we have video tutorials for a lot of our products on Tarte.com. It's an awesome way to learn to use some of your favorites!" A favorite: the tutorial on how to use the Tarteist Pro Glow Highlight & Contour Palette ($45).
6. Don't Forget to Check the Kits and Gifts Page
"We don't always announce it," Kelly says, "but we'll occasionally offer limited-edition sets filled with deluxe minis, marked down at a lower price point."
7. Shape Tape Is the Brand's Best-Selling Concealer (But It's Not the Founder's Favorite)
Tarte's iconic, full-coverage Shape Tape can be used to conceal, contour, and highlight and is so beloved that a tube sells every 12 seconds. But when asked which concealer Kelly likes best, she says, "I'm a die-hard Creaseless Concealer ($26) fan—one dab covers an entire under-eye, and it never settles into my fine lines. PS: Stay tuned for a packaging makeover that makes this formula even easier to use (hint hint: wand—telling you guys first!)"
Want more inside beauty secrets? Don't miss former Sephora employees spilling all their best shopping tips.