BASED vs Tarte™
BASED (based.com) and Tarte™ (tartecosmetics.com) are stores in related niches (Hair Care and Make-Up & Cosmetics) in the AdLibrarySpy index. Tarte™ gets more monthly visits than BASED: about 1.7M vs 1.5M.
The facts we hold on both, side by side. Checked November 4, 2026.
In short
- Tarte™ gets more monthly visits than BASED: about 1.7M vs 1.5M.
- Tarte™ runs more live Meta ads than BASED: 171 vs 10.
- Tarte™ advertised on more days in the past 12 months: 37 vs 26.
- Tarte™'s store is older: created Dec 2016, BASED's in Nov 2023.
| Fact |  BASED |  Tarte™ |
|---|---|---|
| Monthly visits (SimilarWeb) | 1.5M (Sep 2026) | 1.7M (Sep 2026) |
| Live Meta ads | 10 | 171 |
| Store created | Nov 2023 | Dec 2016 |
| Based in | United States | United States |
| Niche | Hair Care | Make-Up & Cosmetics |
| Payment options detected | Apple Pay, Google Pay, PayPal Express Checkout, Shop Pay | Afterpay, Apple Pay, PayPal Express Checkout, Shop Pay |
Questions shoppers ask
- What is the difference between BASED and Tarte™?
- Tarte™ gets more monthly visits than BASED: about 1.7M vs 1.5M. Tarte™ runs more live Meta ads than BASED: 171 vs 10. Tarte™ advertised on more days in the past 12 months: 37 vs 26. Tarte™'s store is older: created Dec 2016, BASED's in Nov 2023.
- Do BASED and Tarte™ sell the same things?
- Both are listed in related niches: BASED in Hair Care, Tarte™ in Make-Up & Cosmetics.
Facts from the Meta Ad Library, SimilarWeb, Trustpilot and each store; a fact only one of them has is left out. Is BASED legit? · Is Tarte™ legit?