“I wanted Tarte to be a healthy treat for your skin,” Maureen Kelly, chief executive officer of Tarte Cosmetics, explained at Fairchild Media Group’s SXSW activation, The Wear House.
Kelly’s parents wanted her to secure a degree and land a “safe” job, so she was on her way to a Ph.D. at Columbia University at one point. But she couldn’t shake the feeling that it was the wrong path for her. She was always passionate about beauty and thanks to her mom’s upbringing on a farm in Ireland, the family relied on natural or home remedies instead of artificial or processed concoctions. She thought that was pretty common.
It’s easy to forget, because of Tarte’s online popularity, that it was founded before there was a Facebook or Instagram. It started out as a small business powered by credit cards, word of mouth and print magazine clippings tacked on physical vision boards. In hindsight, with its verve, values and inspiration, the brand was like a social media darling in the making. It was just waiting for the technology to catch up, so the world could catch on.
Tarte places a high value on genuine enthusiasm and that translates in various ways. It relies more on organic sharing over paid social media, for instance, as a signal that people love the brand. They get excited when the company amplifies them and Kelly finds other ways to show appreciation as well. A famous example is a recentA fan base of high-profile TikTok influencers were invited to celebrate the launch of Tarte’s new foundation product.
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