Tarte Cosmetics was founded in 1999 by Maureen Kelly with a cheek stain. By 2000, the cheek stain was featured on the cover of SELF magazine. In 2003, Tarte cosmetics was sold in Sephora, joined QVC in 2005 and added to Ulta Beauty stores in 2010. In 2014, Kosé bought 93.5% of Tarte company. Tarte Cosmetics range of products covers skincare, makeup, and makeup tools. In 2016, Tarte Cosmetics released a hypoallergenic & vegan skincare line.