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Maureen Kelly, founder and CEO of tarte Cosmetics, was a self-described beauty junkie who was frustrated with the lack of natural products available. Fed up with products that were full of unhealthy chemicals and synthetics, she set out to revolutionize the industry with her line of all-natural, pure products in 1999. The company is now an industry leader in eco-friendly, and cruelty-free products, which are natural and healthy, but still designed and packaged to be glamorous and pretty. Tarte cosmetics utilizes all naturally-derived ingredients like superfruits, plant extracts, vitamins and minerals, and never adds harmful parabens, phthalates, synthetic fragrance or other chemical substances. All products, including its best-selling Amazonian clay line, are gluten-free, but are designed to last and perform, with the exclusive tarte 12-hour power. Out to prove that natural doesn’t have to mean plain and boring, tarte cosmetics come in runway-ready packaging that is also recyclable.