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Behind the scenes at your favorite companies.

Tarte: Where Consumers Come First
By Dina Fierro

In just five short years, Tarte has become a favorite of beauty enthusiasts everywhere. Founded by entrepreneur Maureen Kelly, the brand was initially launched in September 2000 at exclusive department store Henri Bendel. There, it quickly garnered attention for not only its product quality and color range, but also its adorable and creative packaging.

The attention Tarte has received since that time has been nothing short of staggering, as evidenced by the brand’s loyal Hollywood following and its popularity among beauty editors. That said, Kelly insists on the importance of consumer approval above editorial consideration and celebrity fans. “At the end of the day, it’s most important that the everyday woman be able to re-create the look she gets at the makeup counter,” Kelly says. “Without that, you have nothing.”

What’s more, “some of our greatest products and packaging—our leakproof, mix-and-match, double-ended glosses and our SPF 20 foundation—have been based on our customers’ comments and feedback,” Kelly explains. “Inspiration is everywhere, and you never know who’s going to come up with the next great product!” To this end, Kelly and her team were emphatic about developing a fun, interactive website that would allow customers to communicate directly with Tarte's staff. Judging by the brand’s impressive sales figures and the glowing reviews its products have received on leading beauty websites, it’s clear that Kelly’s customer focus is paying off. Currently, some of the brand’s most coveted products include its cheek stains and its charmingly packaged palettes featuring complementary eye, lip, and cheek colors.

Because social responsibility is also an integral part of Tarte’s mission, Kelly insists that the brand’s discontinued products be sent to nationwide programs such as Dress for Success, which helps struggling women prepare for job interviews. In addition, Tarte launched its Heart-to-Tarte lip balm in October 2004 and donated 15 percent of the proceeds to the Young Survival Coalition, a support network for women under 40 living with breast cancer.

Kelly, who was a recipient of the ICMAD Cosmetic Entrepreneur of the Year award in 2001, is looking forward to continued innovation and business growth. “I would love to see the company go global and increase our charitable contributions, and, of course, continued financial success is never a bad thing,” she says. “But in the long run, the most important thing to me is my happiness and the happiness of my employees. In the grand scheme of things, it’s just makeup—and above all, it should be fun.”

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