Founded by Maureen Kelly in 1999, tarte is a cosmetics company making makeup and beauty products built around its “high-performance naturals” approach. The brand is best known for Shape Tape concealer, created from Kelly’s experience with cystic acne, and has maintained a cruelty-free stance for more than 25 years while offering vegan-friendly options and formulas featuring naturally derived ingredients.
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Vegan-friendly options
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Kokie CosmeticsFounded in 2015, Kokie Cosmetics makes full-line makeup and skin-care products aimed at bringing high-end-style formulations to an accessible price point. The brand’s inclusive approach is backed by more than 30 years of collective beauty-industry formulation experience, with products globally manufactured and performance-tested. Kokie is cruelty-free and certified by both PETA and Leaping Bunny.BELTSVILLE, MD
Silk NaturalsKaren Stark founded Silk Naturals in 2006 after deciding to make the makeup she could not find, building an independently owned beauty company in Trumansburg, New York. The business began with Perfecting Powder and now develops clean, cruelty-free formulas through extensive ingredient research and repeated testing, often shaped by customer requests.TRUMANSBURG, NY
Westman AtelierFounded by makeup artist Gucci Westman, Westman Atelier makes clean beauty products designed to bring professional makeup artistry into easy, everyday routines. Its signature approach centers on skin-mimicking color and blendable textures, including the Face Trace Contour Stick and Baby Cheeks Blush Stick, with formulas presented as vegan and not tested on animals.NEW YORK, NY
JEANBAEFounded by Washington, DC–area hair color specialist, stylist and makeup artist Jean Bae, JEANBAE makes clean, non-toxic and cruelty-free cosmetics and skincare. The brand grew from Bae’s more than 15 years running Salon Jean and Day Spa and pairs beauty products such as the microbiome-friendly Riceana Elixir Serum with a giving mission: a portion of every purchase supports The Humane World’s work for animals.POTOMAC, MD