Beauty As an Accessory

Tarte’s limited-edition collector’s palette is exclusive to Sephora.

From reusable components to recyclable materials, Tarte’s eco-chic packaging embodies nature at its finest.

Written by Maureen Kelly and Candace Craig Bulishak, Tarte Cosmetics

Ten years, 200 beauty products, hundreds of retail doors, thousands of Facebook fans and too many milestones to count: This describes Tarte’s abbreviated, yet very packed history, and through it all, the company remains consistent in its commitment to innovative packaging.

In 2000, Tarte introduced the beauty industry to a push-up, gel-based blush. At the time, the cheek stain was a revolutionary, alternative way to offer blush to the consumer. In recent years we’ve made the component recyclable and eliminated unnecessary secondary packaging. During that first year of business, Tarte also launched 24/7 natural lip sheers with SPF 15 and slide-tin lip balms with SPF 15; both of these lip components are packaged in post consumer recycled aluminum.

Mind you this was before the eco-friendly trend;Tarte was a pioneer of green packaging. Furthermore, the original collection also featured two groundbreaking items: cosmetic palettes wrapped in fabric for an eco-chic element and double-ended lipglosses. The dual-sided glosses made Oprah’s “The O List” in 2001 and the luxurious purple palettes would become Tarte’s signature item in future collections.

Let’s not forget that this kind of innovation doesn’t come easily. The Tarte team is constantly attending trade shows, researching unique components and meeting with local and global packaging companies that are willing to try new techniques with a young, indie brand. Early on, we decided that if Tarte was going to use excess packaging for fashionable compacts, then we would ensure that the packaging was reusable, like a business card case or change purse, to reduce the amount of unnecessary, environmental waste and prevent the clear cutting of trees worldwide. To that end, Tarte launched one of the first, travel-friendly, tri-fold compacts packed with eyeshadows, and introduced Smooth Operator foundation with SPF 20 in a plastic, unbreakable, easy-to-squeeze bottle. The brand also improved and enhanced the aforementioned double-ended lipglosses by making the components detachable and interchangeable. Now, the consumer could mix and match glosses or just keep one half in her pocket. And when we launched our Rise & Shine lip stain and lip-enhancing glosses in 2006, we used the same componentry, as it proved successful with clients.

In 2009, Tarte discovered an unused material that could make a significant difference in the beauty packaging world: EcoPure. This recyclable, non-toxic resin additive allows plastics to completely biodegrade in less than five years. Tarte’s Lifted Natural Eye Primer is infused with EcoPure, creating a biodegradable tube. The challenge of working with new materials like these is the potential stability issues, though Tarte continues to research other plastic components that can be infused with it, while also maintaining the integrity of the formula.

During that same year, Tarte reviewed its eyeshadow palettes to determine how the brand could make them even more eco-friendly. To do this Tarte developed removable, magnetic-based shadow pans. This way the consumer could continue to use the palette and refill it with shadows. Tarte’s TEN limited-edition collector’s palette, part of the Anniversary collection, features this refillable aesthetic.

Some of Tarte’s other major packaging accomplishments include the first version of the brand’s holiday, three-tiered, palette, We Wish You Health. The versions to follow would include pull-out drawers and even more layers of product. In fact, the theme for this year’s holiday collection is “Beauty As an Accessory.” In addition to offering a value-packed palette, Tarte has also incorporated a detachable necklace. As a high-performance natural brand, it is important for Tarte to continue to seek out innovative packaging and environmentally friendly resources.At Tarte, it’s all about taking risks to meet consumer demand and further develop the brand.

About the Authors
Maureen Kelly is founder & CEO, Tarte Cosmetics—and a member of Beauty Packaging’s Board of Advisors. Candace Craig Bulishak is director of public relations, Tarte.