In the world of beauty, few founders have left a mark quite like Maureen Kelly, the powerhouse behind Tarte Cosmetics. With no formal beauty training but a passion for clean makeup and a gut feeling that the industry needed a shake-up, Maureen turned a personal problem—sensitive skin and a lack of ingredient-conscious options—into a billion-dollar beauty brand known for its performance naturals.
The Early Hustle
In 1999, Maureen was working on a psychology PhD when she hit pause and followed her instincts. She created her first product, a cheek stain, out of her one-bedroom apartment in New York City. Her goal? A makeup line that merged high-performance, glamorous results with natural ingredients. At the time, “clean beauty” wasn’t a trend—it was a risk.
But it paid off. Maureen hustled her way into Henri Bendel and Sephora, and from there, the momentum snowballed.
Building a Brand with a Conscience
Tarte’s early success was grounded in three pillars:
- Clean formulas: No parabens, phthalates, or synthetic fragrances—long before that became industry standard.
- Vibrant personality: From playful packaging to pun-heavy product names (Shape Tape, Maracuja Juicy Lip, etc.), Tarte’s branding was bold and youthful.
- Real inclusivity: While some brands took years to diversify shade ranges, Tarte made strides early on—though not without missteps (more on that later).
Shape Tape: The $1 Billion Game-Changer
When Tarte launched Shape Tape Concealer in 2016, it quickly became a cult favorite and a category disruptor. With full coverage, blendability, and long wear, it checked every box for beauty lovers and influencers. At one point, one Shape Tape sold every 12 seconds. It became Ulta’s #1 selling concealer, with over $200 million in annual sales by 2019.
Shape Tape wasn’t just a hit—it changed how the industry approached complexion products and proved the power of influencer marketing. Tarte leaned heavily on YouTube and Instagram, building authentic (and unpaid) relationships with beauty creators long before it became the norm.
Key Business Moves
- Acquisition by KOSÉ: In 2014, Japanese beauty giant KOSÉ Corporation acquired a majority stake in Tarte for an estimated $135 million. This allowed Tarte to expand internationally, especially into Asian markets, while still letting Maureen maintain creative control.
- Direct-to-Consumer (DTC) Success: Tarte’s website has become a strong sales channel thanks to flash sales, loyalty rewards, and strategic product drops that create buzz and scarcity.
- Social Media Strategy: Tarte became infamous for extravagant influencer trips. While controversial at times, these getaways drove huge engagement and solidified brand loyalty. Their social strategy focuses on behind-the-scenes content, TikTok virality, and community engagement—all without losing sight of fun.
Challenges and Comebacks
In 2018, Tarte faced backlash over its limited foundation shade range, especially given Shape Tape’s reputation. But instead of deflecting, Maureen and the team responded with transparency, promising change and expanding their shade offerings. It was a critical moment that showed how consumer feedback, when addressed head-on, can lead to stronger brand equity.
What Founders Can Learn from Maureen Kelly
Adapt and apologize when necessary—growth comes from listening to your audience, especially when you stumble.
Trust your gut—even without a business or beauty background, Maureen’s instincts were right.
Create what you wish existed—the most authentic brands solve real problems.
Stay ahead, not reactive—from clean formulas to early influencer partnerships, Tarte was first-mover in many trends.