When it comes to high-performance beauty brands with a conscience, Thrive Causemetics and Tarte Cosmetics both stand out—especially at Ulta Beauty, where they share shelf space and devoted fanbases. Both brands offer cruelty-free formulas, social impact initiatives, and standout products in makeup and skincare. But if you’re deciding where to invest your beauty budget, the question remains: Which brand is better at Ulta—Thrive Causemetics or Tarte? Let’s compare them side by side across several key categories.
Brand Philosophy & Ethics
Thrive Causemetics
Thrive is a mission-based brand built around the idea of “Beauty with a Purpose.” For every product purchased, one is donated to a woman in need. The brand is 100% vegan, cruelty-free, and paraben-free, and it puts a strong focus on clean ingredients and giving back to communities affected by cancer, homelessness, and domestic violence.
Tarte
Tarte is a pioneer in the clean beauty space and has been cruelty-free since day one. It offers many vegan options and avoids parabens, phthalates, and mineral oil. Its charitable efforts include Tarte’s Heart to Tarte™ program, which supports education and environmental causes.
Winner: Tie
Both brands are ethical, clean, and philanthropic—but Thrive edges slightly ahead in transparency and direct product-for-product donation.
Product Range
Thrive Causemetics
Thrive has a curated collection focused on essential, multitasking beauty. It offers a smaller range of makeup and skincare, focusing on mascara, eyeliner, CC cream, blush, lipsticks, and some skincare items. This makes the shopping experience more straightforward but less diverse.
Tarte
Tarte boasts a larger, more diverse catalog, including multiple foundations, eyeshadow palettes, setting sprays, concealers, lip glosses, and skincare lines like Tarte SEA. Their collections appeal to all ages and styles, including trend-driven and neutral aesthetics.
Winner: Tarte
If you want variety or full-face options, Tarte provides a more expansive selection.
Hero Products at Ulta
Thrive Causemetics Bestsellers
- Liquid Lash Extensions Mascara™ (tubing technology, cult status)
- Buildable Blur CC Cream™
- Brilliant Eye Brightener™
- Infinity Waterproof Eyeliner™
Tarte Bestsellers
- Shape Tape Concealer™ (iconic coverage)
- Maracuja Juicy Lip Balm™
- Tartelette Eyeshadow Palettes
- Amazonian Clay 12-Hour Blush
Winner: Depends on Your Needs
Thrive dominates in eye makeup and hybrid skincare-makeup products, while Tarte excels in complexion perfection and colorful palettes.
Price Point
Both brands fall into the mid-to-premium range, but:
- Thrive Causemetics prices tend to be consistent (around $24–$38 per item), with less fluctuation.
- Tarte offers a wider price range and more frequent Ulta-exclusive discounts and mini sizes, making it more budget-flexible.
Winner: Tarte
You’re more likely to find deals, kits, and minis at Ulta with Tarte.
Accessibility at Ulta
- Thrive Causemetics is a newer addition to Ulta’s lineup and is available at select stores and online only.
- Tarte is a fully established Ulta partner with widespread in-store availability, full displays, and a loyal customer base.
Winner: Tarte
For easy access and try-before-you-buy experiences, Tarte is the more accessible brand at Ulta.
Final Verdict: Which Brand Wins?
| Category | Winner |
|---|---|
| Ethics & Philanthropy | Thrive Causemetics |
| Product Variety | Tarte |
| Iconic Products | Tie |
| Pricing & Value | Tarte |
| Ulta Availability | Tarte |
Overall Winner: Tarte (for now)
While Thrive Causemetics shines with purpose-driven simplicity and standout products like its mascara and CC cream, Tarte offers a broader range, better availability at Ulta, and more frequent sales. However, if you’re drawn to clean beauty with a social mission and want fewer but better-curated essentials, Thrive may be your brand of choice.
Ultimately, both brands deserve a spot in your makeup bag—and thanks to Ulta, you don’t have to choose just one.