Tarte Cosmetics, the beauty brand adored by makeup enthusiasts and TikTok trendsetters alike, brought its 25th-anniversary celebration to the vibrant city of Miami on February 22nd. Embarking on a nationwide journey, the “Tarte Kindness Tour” is more than just a celebration of two and a half decades of beauty—it is a heartfelt initiative to give back to the communities that have embraced Tarte since its inception in 1999.

Photo Credit: Courtesy of Tarte Cosmetics

The Kindness Tour’s Heartfelt Mission

With a deep-rooted commitment to charitable giveback, Tarte Cosmetics made philanthropy a central part of its identity. The Kindness Tour, spanning 25 cities across the country throughout the year, is a testament to the brand’s dedication to spreading joy and making a positive impact.

Miami Welcomed Tarte with Open Arms

Having already kicked off the tour in Los Angeles and Dallas, Miami was the latest city to experience this unforgettable event. Tarte’s founder and CEO, Maureen Kelly, was on hand to meet and greet fans at a surprise FREE pop-up location.

“To all our tartelettes, you’ve been the driving force behind our success. This tour is our way of saying that you’re not just customers; you’re our extended family, and we’re here to make your world more beautiful, one act of kindness at a time,” said Maureen Kelly, CEO & Founder of tarte™.

Photo Credit: Courtesy of Tarte Cosmetics

Consumer Pop-Up Extravaganza

The consumer pop-up invited beauty enthusiasts to immerse themselves in the world of Tarte. Attendees not only had the chance to score Tarte swag and products but were also treated to giveaways. Lucky attendees even discovered ‘purple tickets’ in their giveaway totes, unlocking a chance to win a $500 gift card to tarte.com.

Every guest received a Tarte tour tote bag brimming with goodies, including a Tarte Kindness Tour sweatshirt, a free shape tape voucher, and more. It was a celebration of glamour, generosity, and gratitude.

Tarte Loves Teachers Give Back

The Kindness Tour isn’t just about makeup and merchandise—it is about making a meaningful difference in the lives of those who shape our future. As part of the “Tarte Loves Teachers” initiative, the Tarte trolley made a special stop at Pura Vida in the afternoon.

Local teachers, the unsung heroes of our communities, were invited to indulge in a well-deserved treat. Tarte gifted backpacks and bins filled with school supplies, along with an array of Tarte products, merchandise, and even assistance in clearing Amazon wishlists. This initiative was part of Tarte’s ongoing commitment to supporting educators by alleviating the financial burden of purchasing school supplies.

Tarte’s commitment to making dreams come true has undeniably left a lasting impact, having cleared over 1,500 wishlists and generously gifted more than 10,000 products. The founder, Maureen Kelly, exemplifies the company’s dedication by personally donating $50,000 towards this noble cause. As the journey continues, the next stop is set for Columbus, OH, on March 5, where the mission to spread joy and kindness will undoubtedly persist. Tarte’s unwavering support and the generosity of its founder stand as a testament to the brand’s values and the positive change it seeks to inspire.