By Contributor,Dahvi Shira
Copyright forbes
Tana Mongeau poses in a promotional photo for her Tarte x Tana lip kit collaboration
Photo courtesy of Tarte Cosmetics
Shirtless male dancers, Pall Malls on silver trays, a pickle bar, poker table, hangover burgers, and Hanky Panky panties set the scene in West Hollywood on September 4. The outdoor patio of a characteristically quiet Kimpton La Peer boutique hotel was transformed into a social media hotspot with viral creators spanning across multiple eras. The common thread? Excitement to celebrate the launch of Tana Mongeau and Tarte Cosmetics’ Tarte x Tana Lip Kits.
The camera-ready crowd and late-night aesthetic was nothing new for Mongeau, a 27-year-old YouTube pioneer who boasts more than 20 million followers across TikTok, Instagram and the platform that made her famous. The Las Vegas native initially made a name for herself by publicly sharing outrageous stories about partying and dating—while engaging in headline-making stunts over the years. At this event, however, she experienced the antics through a new lens.
“This is the first time I’ve ever thrown a party as a sober woman,” the Los Angeles resident said candidly, shortly following the event. “I was so nervous. On the car ride over, I was honestly in a little bit of a panic. And then I got there and I was like, this is exactly where I’m supposed to be. I realized how beautiful it is to be so present in this life that I’ve built by myself.”
Mongeau—who walked into the event with Tarte founder Maureen Kelly and Not Loveline podcast cohost Trisha Paytas—took a moment to acknowledge her new reality.
“I’m really just in my gratitude era of authenticity,” she said. “I feel so grateful to my fans [for supporting] all the struggles and roller coasters. To create a new life, you almost have to burn your old one, and that’s what I’ve been doing in so many ways. To have the fans be there for the highs and the lows, and to be honest with them, it’s been really beautiful.”
The intimate space was a far cry from Mongeau’s hosting venues of the past, which would purposely fit 500 to 700 people.
“This was really cool because it’s a testament to my life and making my circle smaller,” she said. “It was so nice. I felt like I was in a room full of people who were genuinely happy for me, know me for me, and have gone through all of these eras with me. I actually got to spend time with my dearest friends. Trisha showing up after, I swear, she was giving birth to [newborn son] Aquaman five minutes ago. And she takes her Thursday bolognese nights very seriously, and I know she was missing out for me.”
The Tarte x Tana Collaboration
View of poker table at the Tarte x Tana lip kit launch party at La Peer West Hollywood boutique hotel
Photo courtesy of Tarte Cosmetics
The successful launch event was just a tip of the iceberg for Mongeau, who learned during our interview that her lip kits sold out on Tarte’s website. (the brand declined to share how many units were sold.)
“I credit it to a lesson of shooting your shot,” Mongeau said, of how she even made it to the launch process in the first place. “I shot for the moon. I landed on the moon. I don’t know why or how Maureen said yes, but she did. I mean, truly, when I met her, we really clicked. My first Tarte trip ever, I was like, I love this woman. If I could be a tenth of the woman that Maureen Kelly is, I would be honored. She’s everything that you think she is and more.”
The feeling was mutual for Kelly, who has at least 10 million Instagram eyes on Tarte’s every move.
“Think about how many years Tana has been on the scene at the top,” Kelly said. “You’ve got to risk it for the biscuit, right? And how long has Tana been risking it for the biscuit? She just keeps reinventing herself. I think if you wait, you’re late. You have to keep evolving. For me, it’s always about being where your customers are. Or in her case, being where her followers are and just continuing to evolve. I think Tana is one of very few creators who does that, and without an ego, which I think is so lovely.”
Taking chances—whether in terms of influencer partnerships, famous Trippin’ With Tarte brand trips or new launches—is something that’s kept Kelly’s business afloat for its 25th year.
“She doesn’t play by the rules of society,” Mongeau said. “She does what she wants to do, and she’s an inspiring boss woman who has done it all herself.”
Marketing for the lip kits—Tarte x Tana Plump & Liner Duo and Tarte x Tana Melt Mask & Liner Duo—leans into the idea of being “brand safe.” The inability to land traditional brand deals is something Mongeau has self-deprecatingly joked about with her followers for years, due to her polarizing content.
“I don’t think I would have landed a Tarte collab years ago,” Mongeau admits. “I don’t think I was ready to do something this iconic and this traditional. I grew up using Shape Tape. I can’t believe this is my life. I appreciate Tarte taking the chance on me, and I feel like I’m entering this brand safe era of my life. Tarte has ushered me into it by backing me. I keep telling everyone it’s so much more than a lip kit to me. It makes me feel like the universe is rewarding me for the work I’ve put in on myself and who I’m becoming.”
Tarte Cosmetics founder Maureen Kelly poses with Tarte x Tana lip kit collaborator Tana Mongeau
Photo courtesy of Stephanie BC Photo
Tana’s Next Chapter
Change is imminent for Mongeau. She’s riding high on her debut beauty partnership, a healthy romantic relationship, and the recent announcement that she’s ending her four-year Cancelled podcast with Brooke Schofield—who came out to support Mongeau on her big night.
“Anything I do from this point forward will be so authentic to this era of my life,” she said. “I mean, even Cancelled was so authentic to who I was for those years that we did it. Looking back on those first episodes and all the episodes, we were nutcases, certifiable nutcases—and that was so authentic to that era. So I hope whatever I do next will be equally authentic to this era, you know? I’m taking a moment to look around and be really grateful for my life and what I’ve done.”
In the immediate future? Mongeau has a book in the works. She also recently purchased her own place in Hawaii, where she’ll focus on deepening her romantic partnership while learning how to surf and play piano. She’s been in a longterm, committed relationship with Makoa (who requested to keep his last name private), a non-famous Hawaii native who lives a “completely different life” from the social media star. As for whether a proposal’s next—well, Kelly seems to think so, jokingly pointing at her ring finger.
“We mesh so incredibly,” Mongeau said of her curly-haired beau. “All of his friends were at my event, and they’re all just lovely. They’re surfer boys from Maui and San Diego, but they were there and they’re supporting him.”
Makoa’s appreciation for Mongeau’s hectic life was evident onsite, as he was seen comfortably chatting with her guests, including Kelly. At one point, the romantic pair stepped away to privately take photos while embracing in a kiss.
“He’s just my supportive king,” Mongeau gushed. “Truly, my supportive king. He is like my peace and calm and wisdom. I need that in my chaos.”
Pausing to reflect, the reformed party girl is clear on one thing: an immediate future with “more peace and purpose.” But rest assured, the face of Tarte x Tana isn’t putting down the camera any time soon. “I’ll never stop documenting my life.”
Tana Mongeau poses with boyfriend Makoa and Tarte Cosmetics founder Maureen Kelly at Tarte x Tana lip kit launch party
Photo courtesy of Tarte Cosmetics
Editorial StandardsReprints & Permissions
