Brand
Tarte
Selected for the 2026 Hot Brands database based on 2026 beauty editorial / consumer watchlist, current hero-product visibility, and sustained consumer/creator attention.
Tarte developed as a colorful prestige makeup brand with a strong focus on complexion and easy-to-use products. Shape Tape became one of the defining concealer franchises of the social-media era.
History
Tarte developed as a colorful prestige makeup brand with a strong focus on complexion and easy-to-use products. Shape Tape became one of the defining concealer franchises of the social-media era.
Lines
Shape Tape Concealer
Positioning
Makeup — United States
