In 1999, Maureen Kelly realized she wanted a line of cosmetics that didn’t exist: make-up was formulated with healthy, natural ingredients; was easy to apply, even for a novice; and that came in great-looking packaging she’d be proud to pull out in public. So she invented them herself. Her company, tarte, Inc, has grown exponentially since then by offering women all these things in one line of cosmetics. She’s also taken her marketing by storm by appearing on QVC and creating a wholly unique website with blogs, forums and fun that’s fostered a community of loyal and involved customers (www.tartecosmetics.com). Her company sounds like it’s great fun to work for, too! Here is her story:
Q: Describe your company and your product line.
A: tarte cosmetics is for the real woman who wants easy-to-use products that are not only great for her skin, but are also chic. We’re all about creating products with healthy, skinvigorating™ ingredients that are packaged in runway-inspired fabrics that can often double as accessories. We like to think of it as “health couture”—it’s all about pure style: the marriage between fashion and nature. I mean, let’s face it, glamour can be and should be good for you!
Q: Why did you start this company and when?
A: I started tarte out of my one bedroom apartment in 1999. To be honest, I was a total beauty addict with a catch: I hated going to makeup counters at department stores. I would buy $100 worth of products in boring black pots that practically needed an instruction manual to use. I would get home, try to recreate ‘the look’ and end up getting frustrated. Also, when I’d flip the products over to see what was in them, I noticed they were full of synthetic and unhealthy ingredients.
So I began dreaming up a cosmetics line that would address all the needs that I felt had been overlooked. I wanted easy-to-use products that would help me recreate beautiful, makeup-artist-inspired looks without all of the unnecessary steps. I wanted products that looked like stylish accessories when I whipped them out of my purse (and to that end, I wanted compact products that would fit in my purse!). Above all, I wanted healthy products that were doing good things for my skin.
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