Tarte Cosmetics is celebrating its 25^th anniversary by going on a global, year-long kindness tour featuring activations in 25 cities. The tour will feature surprise-and-delight, charity-driven activations that aim at giving back to local communities around the world. 
 
Tarte is female founded offering cruelty-free formulas and ingredients. 
 
Founder and CEO Maureen Kelly said, “in the world of beauty, it’s not just about looking good; it’s about feeling good and doing good. Our 25-city Kindness Tour is a testament to the power of positivity and giving back to the communities that have embraced us for a quarter of a century.”
 
Starting in Los Angeles on January 24, the tarte trolly pop-up will visit retailers and host creator events. On tour Tarte will offer products as well as donate teachers and students with school supplies to one local school per city visit.
 
Tarte will offer its first international shape tape on three concealer varieties for $15 each. 
 
Stops will be announced on Maureen Kelly’s social media pages.
 
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Tarte recently launched a new lip plump along with a campaign that honors real teachers. Tarte also launched a sister makeup brand, Sugar Rush in 2019 catering to the Gen Z demographic.