Tarte Cosmetics has once again revolutionized the beauty industry with the launch of its Creaseless Creamy Concealer. This new product is designed to cater to the growing demand for skincare-infused makeup, boasting a 59% skincare ingredient formula. Priced at $30, the concealer offers a lightweight finish, making it a notable addition to Tarte’s extensive concealer line. Developed over 18 months, the Creaseless Creamy Concealer is a testament to Tarte’s commitment to innovation and consumer feedback.
The Creaseless Creamy Concealer is enriched with a blend of cloudberry, caffeine, bakuchiol, niacinamide, aloe, and Tarte’s signature maracujá passion fruit. This formulation underscores the brand’s focus on integrating skincare benefits into its makeup products. Maureen Kelly, Tarte’s founder and CEO, emphasized the brand’s dedication to listening to its consumers, stating that the new concealer addresses the demand for a creaseless, medium-coverage product.
Tarte’s concealer range has always been a significant part of its business, with Circana reporting it as the number-one concealer brand in the U.S. prestige market. At Ulta Beauty, Tarte’s Shape Tape concealer franchise is the retailer’s top-selling product in prestige cosmetics. With the introduction of the Creaseless Creamy Concealer, Tarte aims to further solidify its dominance in the category. The new product will be available in 3,000 Ulta and Sephora stores, online in 55 countries, and on TikTok Shop, where Tarte’s livestream shopping revenue has grown more than fivefold during the second quarter.
In an effort to ensure shade diversity, Tarte consulted with celebrity makeup artist and shade expert Michela Wariebi during the development of the Creaseless Creamy Concealer. The result is a shade and undertone range that is considered one of the most inclusive in the industry. Kelly noted that 70% of the concealer’s 34 shades fall within the tan-to-deep spectrum. Additionally, Tarte has introduced a sixth undertone specifically targeting deep skin tones, which will also be added to the original Creaseless Concealer formula.
Tarte has strategically taken a slower approach in developing this product, despite having shortened its average product development timeline to less than a year. Kelly explained that the brand wanted to ensure the new concealer lived up to its number-one caliber. This involved extensive internal and external focus groups, thorough testing of every shade, and utilizing AI to gather feedback from the internet.
To celebrate the launch and Tarte’s 25th anniversary, the brand is embarking on a 25-city “kindness” pop-up tour, which will culminate in New York, where Kelly founded the brand in her Lower East Side apartment in 1999. Marketing efforts for the concealer will focus on mindfulness, with VIP mailers being sent to 250 influencers featuring an iPad equipped with guided meditations and Pilates classes. This initiative aligns with Tarte’s “summer of self-care” theme, with 1% of all direct-to-consumer sales of the concealer through August 31 going towards one of four mental health organizations chosen by customers, including the Asian Mental Health Collective and Mindfulness First.
Tarte’s new Creaseless Creamy Concealer represents a significant advancement in the intersection of makeup and skincare. By incorporating high-quality skincare ingredients into its concealer formula, Tarte continues to push the boundaries of what consumers can expect from their beauty products. As the brand celebrates its 25th anniversary, it remains dedicated to innovation, inclusivity, and responding to the evolving needs of its global customer base.
