Tarte Cosmetics has kicked off a 12-hour TikTok Shop livestream fundraiser to benefit Hurricane Helene relief efforts.
The brand tapped more than 20 creators with a combined following of 45 million-plus to host the stream from 10 a.m. EST to 10 p.m. EST Tuesday, among them Lexi Hidalgo (@lexxihidalgo), Vidya Gopalan (@queencitytrends) and Samantha Jo Schreiber (@_samanthajo_).
One-hundred percent of profits will go toward World Central Kitchen, which is providing on-the-ground support for those impacted by Hurricane Helene, which made landfall Thursday and has caused flooding and power outages in the Carolinas, Georgia, Florida, Tennessee and other areas along the Southeast coast. At least 130 people have been reported dead, according to state officials.
In tandem with the livestream, all proceeds from sales made via tarte.com until 10 p.m. EST Tuesday will also go toward José Andrés’ World Central Kitchen, while Tarte founder and chief executive officer Maureen Kelly will match all donations up to $250,000.
The effort marks Tarte’s first TikTok Shop livestream fundraiser, though the brand previously raised funds for victims of Hurricane Irma in 2017 (based in Florida, Kelly was among those impacted), and launched its nonprofit arm, Heart to Tarte, shortly after to support disaster relief efforts.
Tarte ranks as the number-one beauty brand on TikTok Shop, having netted $21.5 million via the platform during the first half of 2024, according to Charm.io. The brand’s bestsellers include the Shape Tape Full Coverage Concealer, $32, Tartelette Tubing Mascara, $27, and Maracuja Juicy Lip Balm Gloss, $26.
“We wanted to provide meaningful aid during natural disasters, and today, that mission is more urgent than ever,” Kelly said in a statement.
