Brand Focus: Tarte Cosmetics

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No. 11 - Brand Focus (Tarte Cosmetics)

In an effort to better understand the makeup I use every day, I have decided to do my homework and gain more insight into the creation of the cosmetic lines we all know and love. 

I want to learn more about product lines so I can use them more effectively and choose brands that will meet my beauty and skincare needs. There is a lot that isn’t advertised by these companies and not many of us have the time to get down to the nitty-gritty. My goal is to make it easy for you and do the work for you! My very first brand focus will shed some light on Tarte Cosmetics, enjoy!

Twelve years ago, Maureen Kelly, CEO and founder of Tarte, was desperate to find a cosmetic line that believed in being natural, cruelty free and possessed skin care benefits. After finding that the so called “healthy” brands at the time had horrendous packaging, Kelly made it her duty to prove glamour could be good for you by pioneering the use of High Performance Naturals. Tarte is now the leader in healthy, eco-chic beauty that offers cruelty-free cosmetics. Their products are infused with superfruit, plant extracts, vitamins, minerals and essential oils. Tarte also stands by all their products being free of parabens, phthalates, sodium lauryl sulfate, triclosan, synthetic fragrances and gluten! For those of you that are extra cautious about what goes on your skin, they also have a line that is completely vegan!

Now on to the fun stuff – products!

Products I love

12 Hour Amazonian Clay Full Coverage Foundation with SPF 15 ($49)

I have been through three tubes of this stuff already. Its creamy texture gives great coverage. I apply mine with a damp Beauty Blender in order to get an airbrush finish! The ever so intriguing Amazonian Clay removes oils to mattify, nourish/hydrate and reduce the appearance of dry/flaky skin! This foundation is also vegan!

Fun Fact: The clay is gathered at the basin of the Amazon River and left to bake in the sun. Once the clay is dried, it is finely milled into a powder and added into the products!

12 Hour Amazonian Clay Blush in Doll Face ($31)

If you read last week’s article you’ll know that I’m in love with the staying power of these blushes. When I’m in a hurry to get ready (which happens more often than I’d like to admit) I don’t like to spend much time on anything other than my base. The blendability of these babies is phenomenal and worth every penny!

Pure Maracuja Oil ($55)

Oil, oils, oils – I can’t get enough of them! I like to use the Maracuja oil during the day because it absorbs into your skin very quick. The vitamin C in it will leave your skin looking brighter and more radiant, and who doesn’t want that?! I’ll typically let it sit for about 30 minutes before I start applying my makeup. If you’re looking for quick hydration, this will be your best friend.

Mineral Powder Bronzer in Park Avenue Princess ($38)

Oh my lanta! Mark my words, this is the best bronzer I have EVER used! It has a slight hint of shimmer to it but not so much that you can’t use it to contour. I apply this over top of a dark eyeshadow that I use to contour the hollows of my cheeks. The shadow gives me the darkness I want but leaves my skin looking ashy so I go over top of it with this bronzer and BOOM – instant glow! This is magic.

Products I don’t love

Gifted Amazonian Clay Smart Mascara ($25)

Lengthening mascaras are my weakness, which is probably why I wasn’t a big fan of this mascara. If you’re looking for volume over length, this baby is for you!

EmphasEYES Inner Rim Liner ($23)

I found the combination of the lack of pigment plus pink-ish tone to this liner to be off-putting. Nude liners are popping up everywhere now and I’m not about to settle for a product that doesn’t do me any favors.

Clean Slate Poreless Perfecting Primer ($29)

Hoarding primers was a slight obsession of mine for a brief of period of time. This primer was just too heavy for my liking; it felt like my skin was suffocating. Personally, I found it to give my skin a lot of texture and after applying foundation it didn’t increase the longevity of my foundation at all.

Every line is going to have its pros and cons. Despite the few products that I felt didn’t do anything for me, I still believe in the brand. I find Tarte to be one of the lines that I am drawn to the most. With their playful/chic packaging and nutrient infused products I believe they are must-haves in anyones makeup bag! They are smudge-proof, long lasting and will actually help increase the quality of your skin – perfect for a girl on the go!

Curious about another makeup brand? Comment below or tweet me at @NavanArtistry if you’d like me to research it for a future article!  Xo

* All Tarte products can be purchased at Sephora or directly from the Tarte website

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About the author

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Nav Uppal Makeup artist, product junkie and a lover of all things beauty! It is a passion of mine to help people enhance their beauty on the outside in order to feel confident inside. To put it simply - I'm just a small town girl chasing big city dreams.
@NavanArtistry

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