When Tarte’s customers talk, the brand listens. That’s how the Tartelette Tubing Mascara came to be their latest launch. “When they’re telling me they’re wanting a new product, I’m there and I’m listening,” says Maureen Kelly, founder of Tarte Cosmetics. “A lot of our Tartelettes asked us for a tubing mascara.
The Tartelette Tubing Mascara checks off all the boxes: It delivers longer, more volumized lashes that won’t flake, giving a lash extensions effect. You can thank its exclusive micro-tubing technology for that, which essentially puts a protective tube over each lash. The 360-degree lash extension comb features 296 molded bristles to grab every last hair. For maximum impact, apply a second coat, pulling through to the tip, before the first one dries.
“This definitely is going to deliver because it’s completely flake-free, smudge-proof and sweat-proof,” Kelly says. Their clinicals prove the formula holds true to its promise for all three. “It’s 24-hour long wear. This is completely different from every other mascara that we’ve ever launched because we’ve never ever done a tubing mascara. If you’re tired of your mascara smudging or you want something that’s going to deliver this beautiful length, curl and volume—but also true to Tarte style and delivers all the goodies from Mother Nature—this is definitely going to do it.”
A seamless removal was also a major focal point of the mascara. “I personally tried a lot of the tubing mascaras on the market and while they gave you that tubing effect, I wasn’t happy with a couple of things,” Kelly says. “They gave me length and volume, but I wasn’t thrilled with the way they the way they came off, with these spidery, long pieces and it’s a little scary.” Kelly worked with the lab to improve the removal process, so this one simply dissolves like a regular mascara with makeup remover or cleanser.
True to Tarte’s philosophy, it also does good while making you look good. “It was really important to create the first ever good-for-you tubing mascara,” Kelly says. “It’s chock full of healthy ingredients like our shea butter and castor oil, which we know is really good for our hair and our lashes are just like the hair on our head.” It also contains carnauba wax to lift. “I’m more mature, so I wanted an instant eyelift when I wake up in the morning. When I put mascara on, it just lifts everything up—that’s definitely my desert island product.”
The Tartelette Tubing Mascara rounds out Tarte’s mascara collection, as they have a few other mascaras with huge followings, like the best-selling Lights, Camera, Lashes 4-in-1 Mascara, which took five years to formulate. “It’s a powerhouse,” Kelly says. “It gives you a major increase in your volume and 35% increase in curl. It’s chock full of plant waxes that lengthen.” Then there’s the Maneater Mascara, with a wand boasting 500-plus bristles to coat and separate every lash, providing intense length, volume and curl.
Given Tarte’s track record, there’s a good chance the Tartelette Tubing Mascara will sell out fast. The brand is known for products that go viral, like their best-selling Shape Tape Concealer, the number one concealer in the US for years running. “The Shape Tape technology makes it so incredible; 43% of each tube is made up of smoothing ingredients,” Kelly says. That helps erase everything from fine lines to pores to dark circles. “It’s a lot of people’s best friend. That technology is like a veil of silk that smooths everything out. It’s really full coverage.” When Tartelettes raised their voices to demand a formula for dry skin, they created a creamier, more hydrating version of it, the Shape Tape Ultra Creamy Concealer, which also quickly became a huge best-seller. “Our customers were thrilled with how hydrating and creamy it was. We infused it with prickly pear, which is Mother Nature’s prescription for dry skin.” Then there’s the Maracuja Juicy Lip Plump, for which they partnered with an all-female cooperative in the Amazon and use an eco-friendly extraction process, providing women with jobs, skills and training for them to support their family. “For me, it’s a win-win because I love the formula. I love that you click it up, and it’s just really easy,” Kelly adds.
Tarte has come a long way since Kelly started the brand from her small New York City apartment in 1999. Back then, the beauty world was very different and she saw a glaring white space. “There were very hardly any makeup brands that were cruelty-free and formulated without parabens, mineral oil, petrolatum and sodium lauryl sulfate and a lot of other icky chemicals,” Kelly says. “I’m a big believer that you have your makeup on for more hours in the day than your skincare. What was equally important to me was good-for-you ingredients. Also, we’ve been vegan since day one.”
Groundbreaking at the time, Tarte quickly became known for the Amazonian Clay 12-Hour Blush that had ethically sourced Amazonian clay to help the formula stay put and last all day. The brand has always been transparent about ingredient sourcing, long before it was a trend. “People are getting more excited about it nowadays,” Kelly says. “We’ve always sourced ingredients from places throughout the world—the Amazon is kind of our playground. What we take out, we always put back in, and we’re really careful about what we harvest and making sure that we’re careful to sustainably source.”
Giving back is also a cornerstone of the brand. Kelly founded Heart to Tarte in 2017, a 501c3 nonprofit to help support causes like environmental concerns, female empowerment and disaster relief, to name a few. “That is what I’m the most proud of,” Kelly says. “When I started Tarte back in the early days, I had a CFO who said we can’t afford to get back because we’re really not making any money. And I was like, I get that but can’t I afford not to give back because we still have more money than other people.” When Tarte was young, they donated products to women’s shelters and supported nonprofits like Dress for Success. Launching their own nonprofit was a lot harder than Kelly anticipated with legal red tape, but it was worth the effort, since they just donated $150,000 in small business grants to women. They’ve also partnered with a range of organizations, such as One Tree Planted and the Sea Turtle Conservancy.
Ultimately, Tarte is all about doing good, and that goes for people, the planet and your skin—and your lashes. The Tartelette Tubing Mascara makes your lashes feel as good as they look.