Tarte touts itself as "high-performance naturals". Unfortunately, the term "natural" is not a regulated term, such as "USDA Organic", so Tarte can use it as much as they want or wherever they want, and there's nothing illegal about it.
It's actually quite a clever marketing tactic, most people associate the term "natural" to mean healthy and good for you.
There is nothing healthy about these ingredients!
...cyclopentasiloxane, cyclohexasiloxane, methyl methacrylate crosspolymer, butylene glycol, PEG-10 dimethicone, trimethylsiloxysilicate, sodium chloride, cetyl PEG/PPG-10/1 dimethicone, triethyl citrate, disteardimonium hectorite, aluminum hydroxide, triethoxycaprylylsilane, phenoxyethanol, dimethicone/vinyl dimethicone crosspolymer, parfum/fragrance...TBHQ, ethylhexylglycerin, disodium EDTA....
This is a portion of the ingredients found in the new Tarte Double Duty Beauty Shape Tape Contour Concealer.
In the past week, I heard someone refer to this concealer as being "all natural", no joke. I make it a point to correct anyone who thinks Tarte is better just because it does not contain parabens, mineral oil, phthalates, triclosan, sodium lauryl sulfate, and gluten.
When you have to create a synthetic preservative in a lab (phenoxyethanol) to add to your ingredients, you lose the right to use the term natural to describe your products.
But what about Amazonian Clay?
Tarte often includes real ingredients such as shea butter, amazonian clay, and avocado oil in their products to beef up their "natural" appearance to consumers. Don't let these appealing words fool you, the quality ingredients do not cancel out the toxic ingredients that are mixed in.
While I commend Tarte for being Cruelty-Free and providing numerous Vegan options, cut out the toxic ingredients and offer truly "natural" products! If you're looking for a brand like Tarte that offers truly high performing natural products, I highly recommend Lily Lolo, they're a UK based makeup brand offering a large variety of non-toxic options!
Tarte....green washing at its finest!