Recycled glass and a sustainable bamboo cap complement Tarte’s Maracuja C-brighter eye treatment.

Tarte Cosmetics: A Blend of Glamour and ‘Green’

The leader in high-performance naturals launches eco-chic skin care.

Candace Craig Bulishak

Written by Candace Craig Bulishak, Assistant Vice President, Marketing, Tarte Cosmetics

For more than a decade, Tarte has sustainably packaged high-performance natural cosmetics in repurposed and PCR materials, as well as encased or fabric-wrapped makeup in other eco-friendly resources. From reusable Amazonian clay eyeshadow palettes and bamboo mascara components to its maracuja lip exfoliant in recycled tin, this green glamour design element has always been a major aspect of the Tarte brand aesthetic.

As the cruelty-free prestige line continued to evolve with Amazonian clay-infused complexion products that had beneficial skin care benefits, Tarte founder & CEO Maureen Kelly felt that the next logical step for the brand was to gradually enter the skin care market with products that were true to its heritage. With the launch of Tarte’s first skin care item, pure maracuja oil, Maureen reinforced the message to her team that they continue to formulate with high-performance natural ingredients and utilize eco-chic packaging.

Tarte’s Amazonian Clay Smart Mascara is housed in bamboo packaging.

In 2012, tarte introduced the miracle of Maracuja with Pure Maracuja Oil. Known as “puro milagro” or “the pure miracle,” only one crop of this rare super fruit is harvested each year by Amazonian women affiliated with the company’s sustainable cooperative in the Amazon. From the banks of the Amazon River, they collect maracuja fruit and extract the nutrient-rich, seeded pulp by hand. Through a unique, cold-pressed ritual, this naturally harvested treasure, called the “alma” or “soul” of the maracuja, is then hand-pressed at lower temperatures to preserve the maximum amount of nutritious, essential fatty acids and vitamin C. This earth-prescribed, “skintuitive” elixir is known to help diminish signs of aging, and instantly brighten dull skin.

With such a powerful ingredient story that resonates with women, it was important to package this oil in such a way as to maintain the authenticity of the product. It had to look luxe, but be sustainable. In order to strike a balance between glamour and green, and since every drop is truly precious, Tarte decided to house the oil in a recycled glass component with a delicate applicator. To pay homage to the Amazon, it was decorated with a sustainable bamboo collar. As with many Tarte cosmetic products, it also incorporates sustainable bamboo because it improves the integrity of the product, due to the innate structure and strength of the bamboo, while adding to the natural design. Additionally, it’s better for the environment because it doesn’t require unnecessary energy to produce.

Since we consider this anti-aging facial treatment the hero product of our skin care line, we felt it was essential to showcase the nourishing oil with unique secondary packaging. Instead of a typical folding carton, we created a sustainable bamboo case for it to live in. What’s also significant is that the case can be reused—many women in our office either house

The packaging for Tarte’s Pure Maracuja Oil was designed to maintain the authenticity of the product.

their Tarte bamboo makeup brushes or store all of their pens and pencils in it!

Most recently, we’ve added Maracuja C-brighter eye treatment to our skin care line. As with the oil, we decided to package the formula in recycled glass and seal it with a sustainable bamboo cap. We also developed a deluxe, refillable sample version of this eye treatment with the same materials, so you can take your eye cream with you on your travels.

For our Maracuja C-brighter eye treatment (and all skin care products in development), we’ve decided that our secondary packaging will evoke a pure, natural feeling that adds to the ingredient story and efficacy of the products. Working closely with Maureen, our director of package development, Allison Prudhomme, determined that biodegradable and recyclable matte paper would be ideal for this collection. The FSC-certified uncoated papers and boards used for the secondary packaging are made with Elemental Chlorine Free (ECF) pulp that helps make the packaging look and feel luxurious.

All Tarte offerings embody our core values: powerful formulas, naturally-derived ingredients, colorful assortments, eco-chic packaging and socially responsible programs for the environment, animals and women’s health issues. Moving forward with new innovations, we’ll continue to stay true to those principles.