Tarte cosmetics specializes in beauty products that are eco-friendly and cruelty-free. The brand was founded in 1999, by Maureen Kelly who wanted to create healthy, pure, and powerful cosmetics. She launched Tarte by pioneering the use of high-performance naturals. Today, the brand has a reputation as a producer of healthy, eco-chic, cruelty-free cosmetics. Their active ingredients include super fruits, plant extracts, vitamins, minerals, essential oils, and other naturally-sourced ingredients. All of Tarte products are formulated without parabens, mineral oil, phthalates, sodium lauryl sulfate, triclosan, synthetic fragrances and gluten. In 2014, Tarte was acquired by Japanese cosmetics company KOSE.