Tarte Cosmetics is “swiping up” for teachers.

The so-called “unsung heroes” represent what the brand calls the “glimmers” of hope in the community, and featuring them in a new campaign spotlighting their brilliance alongside its own hero product, the Maracuja Juicy Lip Plump Shimmer Glass.

 

The product launched on Wednesday, Nov. 29 on Sephora.com with 12 new shimmer shades that brand marketers say make a perfect gift for the holiday season. 

Giving back to teachers has been an ongoing effort for Tarte CEO Maureen Kelly, and this initiative continues to build off its “Tarte Loves Teachers Initiative” in-line with its values: female empowerment, underserved communities, animal rescue and environmental conservancy. 

 

Coming from a bloodline of teachers which include her sister and mother, Kelly donated $50,000 on her 50th birthday towards Tarte Loves Teachers and has helped clear over 2,000 teacher wish lists since starting a TikTok account in 2022. 

 

That philanthropy rippled into partnering with organizations such as Project Glimmer for which customers can choose to donate 1% of their tarte.com orders to fund career path mentorship for 20 girls across various industries. 

In sourcing ingredients like Amazonian clay and maracuja oil, Kelly sought out cooperatives to work with to ensure all products are harvested in a sustainable way, and in turn, supporting and empowering local communities where the ingredients are found.

 

Maracuja Juicy Lip Plump Shimmer Glass is the same viral maracuja juicy lip plump formula made in a new shimmer, glass finish. It uses glossy duo chrome pearls that melt for a multidimensional, juicy shine without excess iridescence. The plumper also uses the Cushion Comfort XL Complex with hyaluronic acid, maracuja and over 10 superfruits to visibly smooth and plump lips.

 

Maracuja Juicy Lip Plump Shimmer Glass retails for $24 on sephora.com.

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