What started as an experiment in brand founder Maureen Kelly's NYC apartment is now a multimillion-dollar (international!) business. This year, we saw the launch of two collections of instant bestsellers (Double Duty Beauty and Rainforest of the Sea), as well as the introduction of an entirely new, genius category to the industry, athleisure beauty. Though Tarte has long been adored by cruelty-free, eco-chic beauties — as well as major influencers like MannyMUA, MakeupShayla, and Patrick Starrr — last year is an indication that 2017 will be one of its most successful yet.
