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The story of Tarte all started when founder Maureen Kelly decided to take matters into her own hands. She had always searched for beauty products that were pure, gentle and powerful but often times came up shorthanded, which is why she made the decision to launch her own brand of all natural cosmetics from her quaint one bedroom apartment back in 1999. All of the highly pigmented blushes, concealers, creams, eyeshadows, mascaras and nourishing skincare essentials produced by Tarte to this very day are formulated without the inclusion of any parabens, oils, fillers, sulfates, synthetic dyes or artificial fragrance.

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