April 23, 2025
The word “viral” is thrown around pretty casually these days, but one beauty brand has the data to back it up: Tarte. A September 2024 study by Charm.io, published by WWD, revealed Tarte as the fastest-growing beauty brand on TikTok Shop. (According to Charm.io’s study, Tarte made $21.5 million in sales from September 2023 to September 2024.) If you’ve ever tried Tarte’s makeup, it’s probably not too much of a surprise; Shape Tape is the world’s number-one concealer for a reason.
As of today, Tarte’s high-performance, cruelty-free formulas—that are always free of parabens, phthalates and other questionable additives—are now more accessible than ever. For the first time, a vast selection of Tarte’s best-sellers, including the iconic Shape Tape Concealer ($32), viral Maracuja Juicy Lip ($27) and award-winning Tartelette Tubing Mascara ($28), will all be available to Amazon customers with the ease and speed of Prime shipping. The products are straight from the brand (no dodgy third-party sellers involved). We also spotted the Creaseless Creamy Concealer ($30), this year’s NewBeauty Awards winner for Best Full Coverage Foundation, and the best-selling Creaseless Setting and Brightening Powder ($36), a must-have to keep shine at bay this summer.