All Grown Up, How Tarte Continues to Raise the Bar After 25 Years At The Top

Brands celebrate milestone years all the time, 5, 10, 15, the list goes on. But what makes an anniversary a true milestone is how the brand got there and what they’re planning to do next. Tarte Cosmetics, America’s #1 concealer brand, is celebrating its 25th anniversary this year. With 25 years of unprecedented viral moments, TikTok-trending launches, internet-breaking trips around the globe, and billions of news stories under its belt, tarte has solidified its spot as one of the most talked about, must-have, sell-out global powerhouse brands in history, utilizing authentic, impactful and downright cheeky marketing made with their consumer in mind. For two and a half decades, the brand hasn’t just moved at the speed of culture… it has created it. tarte’s Head of Global Marketing, Donna Kirkland, shares how tarte has managed to stay at the top for the last two and half decades, as well as how they’re reaching consumers in a bigger way than ever.