Beauty brand spotlight: Tarte

By Gabrielle Hester

There are hundreds of beauty brands out there, which can make it a little difficult to narrow down the best one. You must consider which has the best quality, performance and impact.

Luckily, I found a brand that scores high in each of these categories.

Tarte cosmetics is an all-natural cosmetic line with unique formulas that take the meaning of performance to a whole new level. They are known for their use of Amazonian clay, as seen in their foundation, powder and eye shadow. The brand describes it as “nature’s most perfect ingredient.”

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Not only are Tarte’s products vegan-friendly, but their coverage also lasts all day long. As a Tarte fanatic, I’m speaking from experience. At five in the morning, I do my makeup using these products; with no touch-ups, my makeup looks flawless at eight in the evening.

The best part about this brand is its determination to give back. Tarte donates to organizations that support women’s health, animal rights, rainforest cooperatives and eco-friendly programs. I don’t know about you, but I love that a brand I am giving my money to uses its proceeds in a selfless way.

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Along with its many benefits, I must also mention that it does not test on animals – whatsoever. The fact that it continues to be a successful cosmetic brand without partaking in animal cruelty makes me feel good about the makeup I’m wearing.

Maureen Kelly, Tarte’s CEO and founder, shared the company’s philosophy. She expressed the struggle she faced in wanting products that are good for your health, yet also allow you to look beautiful and feel powerful.

“From our award-winning blushes and lip tints, to breakthrough Amazonian clay and Maracuja complexion products, we’re committed to delivering real results for real women,” said Kelly on Tarte’s principal mission.

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Another strong suit is Tarte’s social media game. It is  constantly active on Instagram, Twitter, Snapchat, you name it. It frequently posts giveaways, beauty tutorials and new product launches.

Watching its snapchat stories is the highlight of my day. Several employees do social media takeovers, making the brand that much more personal.

Even if you already have a favorite beauty brand, Tarte is worth a try. From their paraben-free products, to their charitable contributions, Tarte proves to be the Holy Grail of makeup.

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