Some brands make one hero product. tarte made three — and each one went on to define its category. The Maracuja Juicy Lip Plump, the Shape Tape™ Concealer, and the tartelette™ Tubing Mascara are the trio of cult favorites that turned tarte into one of the most talked-about clean beauty brands in the world. If you've spent any time on beauty TikTok, you've seen all three.
Why Beauty Lovers Keep Coming Back to Tarte
Founded by Maureen Kelly, tarte built its reputation on a simple promise: high-performance makeup with good-for-skin ingredients. Their formulas are vegan, cruelty-free, and made without parabens, mineral oil, phthalates, triclosan, SLS, and gluten. That clean approach — paired with products that actually deliver — is why tarte sits at the top of so many "best of" lists.
The Maracuja Juicy Lip Plump: Juicy Shine Meets Hydration
The Maracuja Juicy Lip Plump is tarte's answer to the question "what if a gloss, a balm, and a treatment were one product?" This all-in-1 plumping balm delivers glossy, buildable color with comfortable hydration — the shine of a gloss with a fuller-looking finish, perfect for an effortless everyday lip.
What makes it different is the Cushion Comfort XL Complex: a tingle-free plump that smooths the look of lip lines in seconds. Infused with hyaluronic acid and 10+ superfruits — maracuja passion fruit oil, goji, acai, pomegranate, and more — it's as much skincare as it is makeup. In a clinical study of 30 subjects, 100% saw more plump lips after 10 minutes and 100% saw immediate hydration.
The shade range is genuinely fun to explore. From the best-selling Mixed Berries to soft everyday nudes, every shade delivers that signature "stained-glass" glossy shine. It's also an award-winner: SELF's 2022 Healthy Beauty Award for best lip plumper and Popsugar's 2023 Beauty Award for best lip gloss.
Shape Tape™ Concealer: Meet Your Full-Coverage Favorite
Few products earn a trademarked cult status. Shape Tape™ did — it's the concealer that made tarte the #1 concealer brand in the US (per Circana 2024 US Prestige Beauty data). The full-coverage formula smooths, brightens, and perfects with a natural matte finish and up to 16 hours of wear.
Formulated with shea and mango butters, plus licorice root extract to brighten, it blurs fine lines without caking or creasing — 100% of a consumer panel said it covers dark circles without looking cakey. Whether you're doing a quick touch-up or a full-glam day, one swipe with the jumbo wand is usually all it takes. With 35+ shades from fair to rich, there's a match for every complexion.
tartelette™ Tubing Mascara: Length. Lift. No Flakes.
The tartelette™ Tubing Mascara went viral for a reason. Its micro-tubing technology wraps every individual lash in lengthening "tubes" for an instant lash-extension effect — clean-looking length and lift that resists smudging and flaking from morning plans to evening glam.
The formula is long-wearing (tested up to 24 hours flake-free, smudge-proof, and sweatproof), yet it removes effortlessly with just warm water — the tubes slide right off, no rubbing or scrubbing, no raccoon eyes. The 360° lash extension comb with 296 bristles separates and lifts every lash, while shea butter, castor oil, and carnauba wax condition as you wear it.
Beyond classic black, it comes in brown, electric blue, emerald green, magenta, and navy — one of the most playful shade ranges in tubing mascara today.
Build Your Everyday Tarte Routine
One of the best things about this trio is how well they work together as a complete look:
1. Start with Shape Tape™. Dot under the eyes and blend for a bright, full-coverage base that lasts up to 16 hours.
2. Add the Tubing Mascara. Two coats give you defined length and lift that won't flake — even through a long day.
3. Finish with Maracuja. One swipe of the click-up tube for glossy hydration, or layer for a juicier pop of color.
4. Mix your shades. The Maracuja range layers beautifully — try a nude as a base and a berry on the center of the lip for dimension.
Is Tarte Worth the Hype in 2026?
Viral products come and go, but these three have staying power — and the reviews back it up. The Maracuja is praised as "buttery" and "not sticky"; the Shape Tape™ remains the concealer other concealers are measured against; the Tubing Mascara is called "the best mascara ever" by more than a few reviewers. Combined with tarte's clean, cruelty-free standards, the hype feels earned.
If you're new to the brand, the trio makes a perfect starting point — or grab one hero product and build from there. Whichever you choose, your makeup bag is about to get an upgrade.
Shop Tarte's Cult Favorites → Vegan & Cruelty-Free · Maracuja $27 · Shape Tape™ $32 · Tubing Mascara $28
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