If you go to Tarte’s website and read their welcome letter, you will receive this beautiful promise by their CEO: “Today Tarte is a leader in healthy, eco-chic beauty, offering cruelty-free cosmetics infused with skinvigorating™ ingredients like superfruit and plant extracts, vitamins, minerals, essential oils and other naturally-derived ingredients. But it’s not just about what’s in our powerful formulas; it’s what’s not in them that really sets us apart! All of our products are formulated without parabens, mineral oil, phthalates, sodium lauryl sulfate, triclosan, synthetic fragrances and gluten, just to name a few. Ingredients are absolutely important to me, but so are formulas that perform. “
I still can’t believe that even seasoned vegan international bloggers are still mislead into thinking that Tarte cosmetics is a authentically pure green, all natural and safe cosmetic brand. I came across this shocking article from GreenBeautyTeam and was flabbergasted at what I just discovered. Greenwashing at it’s finest! Tarte has brilliant marketing spiel indeed claiming “They’re high-performance naturals”? Even their packaging exudes “eco-friendly” with all the bamboo details and large leaves. They claim to have a vegan line, but look at their scores at EWG Skin Deep. They’re quite alarming.
I apologize ahead to Tarte fans, but when I see brands that are INTENTIONALLY misleading consumers with so much grandiose, proclaiming statements how rightfully ethical they are when in fact they’re as dirty as other commercial brands, I just can’t help but share.
Do you know that even Sephora gives the brand a “natural” seal of approval that there are no petrochemicals? The SkinDeep database gives their Amazonian Clay a high toxicity rating of 7 out of 10. Some of their products are lower. In case you’re still skeptical feel free to view the product and check the ingredients.
Here are other things we don’t know about Tarte:
1. Sodium lauryl sulfate, a foaming agent, is included in their products.
2. They said they’re cruelty-free but their Natural Beauty Cheek Stain” includes carmine! Hello, crushed beetles!
3. Animal byproducts, formaldehyde releasers and parabens in their Amazonian Lipsticks!
4. Loads of toxins found in their products! (See toxic lists to avoid)
light-medium sand: Water, Cyclopentasiloxane, Octyldodecyl Neopentanoate, Butylene Glycol, Polyglyceryl-4 Isostearate, Dimethicone Crosspolymer, PEG/PPG 18/18 Dimethicone, Dimethicone, Silica, Cetyl PEG/PPG-10/1 Dimethicone, Stearic Acid, Aluminum Hydroxide, Sodium Dehydroacetate, Phytantriol, Hexyl Laurate, Triethoxycaprylylsilane, Nylon-12, Sodium Chloride, Kaolin, Tocopherol, Tetrahexyldecyl Ascorbate, Nylon-12 Fluorescent Brightener 230 Salt, Polyvinylalcohol Crosspolymer, Magnesium Chloride, Potassium Chloride, Zinc Chloride, Lysine, Sodium Hyaluronate, Hexylene Glycol, Caprylyl Glycol, Phenoxyethanol, Potassium Sorbate, Mica, Titanium Dioxide, Iron Oxides.
I’m an advertising person and I know how powerful false advertising is. Tarte even trademarked these statements:
“Tarte is the leader in earth engineered™ beauty offering the widest selection of natural cosmetics full of skinvigorating™ ingredients including our proprietary t5 super fruit complex™.”
Claiming that you are a truly natural, organic and safe brand while you’re still using toxic ingredients and animal byproducts is quite a shame. (Sephora, you should know better!) Although some of their products have a low toxic rate from Skin Deep Database, still it is not an excuse to tell people you are an “all-natural” brand. Sad truth but it’s not just Tarte who does such. There are other brands too (like Bodyshop, Josie Maran, Herbal Essences, Korres Naturals, Organix etc. more Greenwashing brands here.) Do you use to love Tarte too?
Download the Think Dirty app and EWG Skin Deep Database app and start scanning your favorite items to see what toxins are really hiding inside.I do these throwouts every Tuesday here. Make sure to tag me in any good discoveries! Instagram: @tinamadrazo
Also you may check out my frequently udpated list of ALL VEGAN, ALL NATURAL & CRUELTY BRANDS here from time to time for more options.