For JaNa Craig, beauty has never just been about glam. It’s always been about a little creativity, a little rebellion, and finding confidence in your own glow.
Long before the Love Island USA breakout star was walking red carpets and partnering with some of the biggest names in beauty, she was a girl growing up in Hawaii who simply loved makeup — even if she wasn’t technically supposed to wear it yet.
“I wasn’t allowed to wear makeup growing up,” Craig told Celeb Secrets with a laugh while celebrating a major beauty moment in Los Angeles. “But I kind of had to sneak a little eyeshadow because I thought it was the most beautiful thing in the world.”
The first product that captured her attention? A classic from tarte cosmetics.
“It was the OG tarte mascara,” she recalled. “And honestly, I still wear it today because if it ain’t broke, don’t fix it.”
Fast-forward a few years, and that early love for the brand has come full circle. Craig was front and center on February 28 celebrating a milestone moment for tarte — the long-awaited U.S. debut of its cult-favorite Shape Tape Concealer at Sephora.
If you’ve ever scrolled through beauty TikTok or Instagram, you’ve probably heard whispers about #TrippinWithTarte, aka the brand’s legendary influencer trips that have become one of the most talked-about experiences in the beauty world.
But this time, tarte decided to do something different. To celebrate the Sephora launch, the brand transformed stores across the country into immersive beauty destinations, giving everyday fans a taste of the coveted tarte experience.
“We’re here because I’m obsessed with tarte — and I guess they like me too,” Craig joked while greeting fans at the Los Angeles celebration.
“Everyone always wants to go on the trips because they’re the best trips ever. So we thought, why not bring it to Sephora so all the Sephora girlies can enjoy it with us?”
Complete with tropical vibes and coconut drinks that nodded to the brand’s vacation-inspired aesthetic, the event felt like a mini island escape in the middle of a beauty store.
“It’s like you’re on a tropical island,” Craig added with a smile. “Which is where we go all the time with tarte. But now everyone gets to experience it.”
Craig credits much of her admiration for the brand to its founder and CEO, Maureen Kelly, whose vision helped transform tarte into one of the most recognizable names in beauty.
“An honor. A queen,” Craig said when asked what it’s like working with Kelly.
“You guys have no idea the way I’m learning every day. She’s just everything I think every girl should aspire to be — respectfully, humbly. I’m just so grateful to have met her.”
Kelly launched tarte with the mission of creating high-performance products while building a community-driven beauty brand. Over the past decade, that approach has helped propel Shape Tape Concealer into global cult status. With more than 87,000 five-star reviews and one sold every four seconds worldwide, the concealer has become one of the most recognizable products in makeup — beloved for its full coverage and brightening power.
Now, with Shape Tape officially available at Sephora both online and in stores, the brand is introducing its most iconic product to a whole new wave of beauty lovers.
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Even though Craig was celebrating the launch of Shape Tape, it’s far from the only tarte staple in her makeup routine.
According to the reality star, her everyday lineup includes Shape Tape Concealer, tarte’s classic mascara, the brand’s juicy lip formulas, and a dual cream-and-powder blush she absolutely swears by.
“I could go on and on,” she laughed. “Those are the products that I literally use every day.”
And like any true beauty lover, Craig has developed her own unique hacks along the way.
“People judge me when I do this,” she admitted, “but when I’m doing my brows and I need to soften the product, instead of putting it on my hand like makeup artists say, I’ll sometimes blend it on my forehead first.”
Her other trick?
“Sometimes when I run out of lip color, I’ll use my brow product as lip liner,” she revealed with a grin. “Who’s going to know?”
A decade after its debut, Shape Tape Concealer remains one of the most recognizable products in modern beauty as it’s the behind millions of snatched under-eyes, full-glam transformations, and viral makeup tutorials. Now, with the iconic concealer officially landing at Sephora, tarte cosmetics is introducing its biggest product to a whole new generation of beauty lovers — and doing it in the most tarte way possible: through community, connection, and a little bit of glam-filled fun.
For Craig, being part of that moment feels especially meaningful. After all, the girl who once had to sneak eyeshadow growing up in Hawaii is now celebrating one of the most iconic products in the beauty world — and encouraging fans everywhere to embrace their own glow.
“Even when people underestimate me, I never doubt myself,” Craig told Celeb Secrets. “I’m stronger than I think — and I’m stronger than I look.”
And with Shape Tape officially entering its Sephora era, it’s safe to say both Craig and tarte are just getting started.
Don’t forget to watch our full interview with JaNa below and let us know if you love tarte’s shape tape concealer by either leaving a reaction at the bottom of the post or by sliding into our DMs on Instagram at @celebsecrets.
