Tarte Creaseless setting & brightening powder

Tarte Cosmetics Origin and Philosophy

Tarte Cosmetics was founded in 1999 by Maureen Kelly in New York City. The brand was built on the foundation of 'high-performance naturals,' aiming to combine glamorous, high-pigment makeup with healthy ingredients derived from natural sources. Tarte gained a cult following for its utilization of ingredients like Amazonian clay and maracuja oil, positioning itself as a leader in the eco-chic beauty space.

Global Distribution and Manufacturing

While the brand maintains its creative and corporate roots in the United States, its manufacturing operations are global to meet high demand. Most of the powder products, including the Creaseless setting and brightening powder, are traditionally formulated in the United States, though various components and packaging may be sourced from international partners in Europe and Asia.

Ownership by KOSÉ Corporation

In 2014, the Japanese beauty conglomerate KOSÉ Corporation acquired a majority stake in Tarte Inc. to expand its global portfolio. As of 2026, Tarte remains a core subsidiary of KOSÉ, benefiting from the parent company's extensive research and development resources while maintaining its unique brand identity and cruelty-free commitment. The brand continues to be a staple in high-end beauty retailers worldwide.