Tarte Cosmetics

Last updated
Tarte Cosmetics
Company type Private
Industry Personal care
Founded2000
FounderMaureen Kelly
Headquarters
New York, NY
,
United States
Area served
Worldwide
Key people
Maureen Kelly (CEO)
Products Cosmetics and beauty products
Owner KOSÉ Corporation (93.7%)
Website https://tartecosmetics.com/

Tarte Cosmetics is an American cosmetics company headquartered in New York City. [1] [2] [3]

Contents

It was founded by Maureen Kelly in 1999; her first product was a cheek stain that was used the following year for the cover of Self magazine. [4] Also in 2000, Tarte Cosmetics debuted its first order at Henri Bendel. In 2003, Tarte products were being stocked by Sephora and in 2005 at QVC. By 2010, the company's products were being sold by Ulta Beauty.

Tarte products are sold in U.S. department stores, including Macy's and Beauty Brands, and in Sephora stores internationally. [5] The brand heavily utalizes influencer marketing, hosting an annual influencer trip. Tarte's most obscure brand trip was to the island of Bora Bora. However, the brand experienced backlash due to how elaborare and unrelated the brand trip was. Despite, backlash, Tarte continues to be a popular topic of conversation, which increases the brand engagement. [6]

Tarte Cosmetics was founded by Maureen Kelly. [7] While pursuing a PhD in psychology at Columbia University, she decided to explore her passion for cosmetics because she couldn't find effective makeup that met her standards; she wanted natural makeup products that offered a glamorous look. [8] Kelly started the company with the support of her first husband. [7] Kelly began to research cosmetics and worked out of her apartment until her cheek stain was developed. The cheek stain caught the attention of beauty writers a week after launching in Henri Bendel. Kelly spent much of the first two years delivering sample products to the mail rooms of magazine publishers, hoping they would invite her back. As sales continued, Tarte launched in Sephora in 2003 and two years later on QVC. [1]

In March 2014, a 93.5 percent stake in Tarte Cosmetics was acquired for $135 million by Japanese company Kosé Corporation, which wanted to expand into North America. [9]

In June 2018, Tarte announced the revival of its sister brand, Awake, which produces a line of skincare products. [10] Tarte produces influencer trips for social media influencers, sponsoring them to travel to different locations as a group, such as Costa Rica or Bora Bora. [11]

Ingredients

Maureen Kelly has stated that she wanted makeup that uses natural ingredients, including Amazonian clay, [12] goji berry extract, passionfruit and vitamins A, C, and E.

Tarte Cosmetics does not use parabens, mineral oil, synthetic fragrances or gluten in their products. Parabens are excluded because they are known to disrupt hormones. [13] Mineral oil is also not included because it clogs pores and can be contaminated with toxins. [14] [ unreliable source? ] Synthetic fragrances are avoided due to the risk of allergic reactions. Gluten is not included because if it is accidentally consumed, it could cause a reaction. [15]

Shape Your Future

In 2021, Tarte founded the Shape Your Future Small Business Awards for small business entrepreneurs, which are granted pursuant to criteria ranging from type of business, size of business and maturity of business. [16] Awardees also receive support from Tarte Labs, the company's accelerator. [16]

Philanthropy

Maureen Kelly partnered with Sustainable Amazon Partnership, which encouraged forest stewardship, created new jobs, boosted living conditions, and offered educational opportunities. [17] On 28 August 2017, Tarte announced the company's support of an anti-cyberbullying campaign with the Tyler Clementi Foundation. Tarte asked consumers to take a self-portrait and upload it to Instagram with a hashtag #kissandmakeup. For each self-portrait uploaded, a donation was made to the foundation and one poster received a lifetime supply of Tarte Cosmetics. [18] That year Tarte also founded the charity Heart to Tarte that donates to various causes, including women’s shelters and breast cancer. [19]

In 2020 the company founded Tarte Loves Teachers Initiative, which provides school supplies to teachers from individual classroom wish lists that would otherwise come out of pocket. [20] This included days on which teachers could come to Tarte headquarters in person to pick up classroom supplies and receive free cosmetics and beauty services, [21] and daily discounts for educators. [22]

Controversies

Tarte cosmetics has been accused of racism in multiple instances.

2017

2018

2023

Related Research Articles

<span class="mw-page-title-main">Cosmetics</span> Substances applied to the body to change appearance or fragrance

Cosmetics are composed of mixtures of chemical compounds derived from either natural sources or synthetically created ones. Cosmetics have various purposes, including personal and skin care. They can also be used to conceal blemishes and enhance natural features. Makeup can also add colour to a person's face, enhance a person's features or change the appearance of the face entirely to resemble a different person, creature, or object.

<span class="mw-page-title-main">Sephora</span> French cosmetics retailer

Sephora is a French multinational retailer of personal care and beauty products, offering nearly 340 brands alongside its own private label, the Sephora Collection. Its product range includes cosmetics, skincare, fragrance, nail color, beauty tools, body products, and hair care items.

<span class="mw-page-title-main">Shiseido</span> Japanese cosmetics producer

Shiseido Company, Limited is a Japanese multinational cosmetic company founded in Tokyo, Japan in 1872. Its product categories consist of: skin care, makeup, body care, hair care, and fragrances. The company is one of the oldest cosmetic companies in the world and celebrated its 150th anniversary in 2022. It is the largest cosmetic firm in Japan and the fifth largest cosmetic company in the world. In Japan, Shiseido is available at cosmetic counters at selected department stores and most pharmacies. The company owns numerous brands and subsidiaries worldwide, in addition to its founding label. The company is headquartered in Tokyo, and is traded on the Tokyo Stock Exchange, where it is a constituent of the Nikkei 225 and TOPIX Large70 indices.

<span class="mw-page-title-main">Jamie Kern Lima</span> American entrepreneur and former journalist

Jamie Kern Lima is an American entrepreneur, investor, and media personality. She co-founded IT Cosmetics, which she sold to L'Oréal for $1.2 billion in 2016, becoming the first female chief executive officer of a L'Oréal brand. Kern Lima has been included on the Forbes' list of "America's Richest Self-Made Women" since 2017.

M A C Cosmetics is a Canadian cosmetics manufacturer founded in Toronto in 1984 by Frank Toskan and Frank Angelo. The company has been headquartered in London since becoming a subsidiary of Estée Lauder Companies in 1998. MAC is an acronym for Make-Up Art Cosmetics.

<span class="mw-page-title-main">Bunny Meyer</span> American YouTuber

Rachel "Bunny" Meyer is an American beauty YouTuber known by the username grav3yardgirl.

Jaclyn Roxanne Torrey is an American entrepreneur and internet personality who gained popularity via her YouTube channel.

Beautycounter was an American direct to consumer and multi-level marketing company that sold skin care and cosmetic products. As of 2018, the company had 150 products with over 65,000 independent consultants, and with national retailers. In April 2021, Beautycounter was acquired by The Carlyle Group in a deal that valued the company at $1 billion. In March 2024, Carlyle wrote off its investment in the company and the company went into administration in April 2024.

<span class="mw-page-title-main">Ipsy</span> Beauty subscription service

IPSY is a beauty membership service.

<span class="mw-page-title-main">Huda Kattan</span> Iraqi/American makeup artist and blogger (born 1983)

Huda Kattan is an Iraqi makeup artist, beauty blogger, and entrepreneur. She is the founder of the cosmetics line Huda Beauty.

<span class="mw-page-title-main">Bluemercury</span> American skincare store

Bluemercury is a chain of American beauty stores founded in 1999 by Marla Malcolm Beck and Barry J. Beck in Georgetown, Washington, D.C. The stores sell cosmetics, as well as in-store facials and spa treatments. In addition to selling products from other brands, the company developed its own M-61 skincare line in 2012 and Lune+Aster make-up line in 2015.

<span class="mw-page-title-main">Fenty Beauty</span> Cosmetics brand launched by Rihanna

Fenty Beauty is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became in high-demand upon its first release. The original foundation launch included 40 shades, and has since expanded to 50. The inclusion of Fenty Beauty concealer includes 50 shades, offering a wide variety for all skin types.

ColourPop Cosmetics, also known as ColourPop, is an American cosmetics brand based in Los Angeles, California. The company was founded in 2014 by siblings Laura and John Nelson. ColourPop products are sold through their website, at Ulta Beauty, and at Target. They predominantly make products for the eyes, lips, and face.

Toni Ko (born 1973) is a Korean-American businesswoman and founder of NYX Cosmetics. She currently works in Los Angeles. She founded her company in 1999 and expanded it until she sold it to L’Oréal in 2014 for $500 million. She lives in Los Angeles with her husband, while also running two new businesses, a venture capital firm focused on funding female entrepreneurs and a beauty brand accelerator.

Anastasia Beverly Hills, also known as ABH, is an American cosmetics company best known for its eyebrow products. The company was founded by Romanian-born Anastasia Soare in 1997, in Beverly Hills, California. Soare's daughter Claudia Soare, also known as Norvina, is the president of the company. In 2023, the company was reported to be worth approximately $500 million, with $240 million in annual revenue.

<span class="mw-page-title-main">Huda Beauty</span> Cosmetics brand owned by internet influencer Huda Kattan

Huda Beauty is a cosmetics line that was launched in 2013 by Huda Kattan. In 2017, Huda Kattan was chosen as one of "The 25 Most Influential People on the Internet" by Time, and she was listed as one of The Richest Self-Made Women and one of the Top Three Beauty Influencers by Forbes.

<span class="mw-page-title-main">Jackie Aina</span> Nigerian American YouTuber (born 1987)

Jacquelyn Lonje Olayiwola Oyeshola Bolayemi Aina, better known as Jackie Aina, is an American beauty YouTuber. She was born to an African-American mother and a Nigerian father of Yoruba descent. She is a YouTuber and social influencer known for advocating for the visibility of people of color in the cosmetic industry. She has partnered with Anastasia Beverly Hills, e.l.f. Cosmetics, Too Faced, Sephora and Sigma Beauty.

Haus Labs by Lady Gaga is an American vegan and cruelty-free cosmetics brand founded by Lady Gaga. First launched on September 17, 2019, it was the first major beauty line to launch exclusively on Amazon as a retailer partner, and released in nine countries including France, Germany, Japan, the United Kingdom, and the United States. Haus Labs relaunched on June 9, 2022 with new retail partner Sephora. The company advertises its products as "supercharged clean artistry makeup powered by innovation."

Rea Ann Silva is the creator of the Beauty blender makeup application sponge and the founder and CEO of the Beauty blender company. Silva created the sponge while working as a make-up artist for the Girlfriends television series. In 2019, her company's sales were expected to reach $215 million.

Sol de Janeiro is an American skincare and fragrance brand founded in 2015 and inspired by Brazilian beach culture. Sol de Janeiro products carry its signature base of almond and vanilla scents.

References

  1. 1 2 Adler, Carlye (September 15, 2010). "Tarte Cosmetics: A PhD Drop-Out Shakes Up the Beauty Biz". Time .
  2. ↑ Turnbow, Tina (July 13, 2011). "Face Time Maureen Kelly, Tarte Cosmetics". New York Times .
  3. ↑ Conlon, Patrick (August 2, 2012). "Beauty Brands, Waiting for Suitors". Wall Street Journal .
  4. ↑ "Tarte History | Tarte Cosmetics". tartecosmetics.com. Retrieved 2018-03-26.
  5. ↑ "Store Locator". Tarte Cosmetics. Retrieved September 5, 2016.
  6. ↑ Garnett, Christina (2024-03-07). "Tarte and Influencer Marketing: There's a Way to Do It Right" . Retrieved 2024-11-04.
  7. 1 2 "Maureen Kelly Biography - life, family, children, parents, mother, son, born, siblings, contract, husband - Newsmakers Cumulation". www.notablebiographies.com. Retrieved 2018-12-13.
  8. ↑ Carlisle, Carrie. "A Background of Tarte Cosmetics". Smartgirlsgroup.com.
  9. ↑ Penning, Abby. "Koseacute; Corp. To Acquire Tarte". Global Cosmetic Industry. Retrieved 2018-03-26.
  10. ↑ "Tarte's Sister Brand Is Here and It's Packed With Fun Skin-Care Products Under $40". Allure. 26 June 2018. Retrieved 2019-06-10.
  11. ↑ Spruch-Feiner, Sara (March 15, 2022). "Tarte takes on TikTok with a dedicated influencer trip".
  12. ↑ "Amazonian Clay Full Coverage Foundation". tartecosmetics.com. Retrieved 2018-12-13.
  13. ↑ "Should People Be Concerned about Parabens in Beauty Products?". Scientific American. Retrieved 2018-12-13.
  14. ↑ "3 Key Reasons to Avoid Mineral Oil". Be Well. 2014-04-28. Retrieved 2018-12-13.
  15. ↑ Haupt, Angela (September 11, 2012). "Are Gluten-Free Cosmetics Necessary?". Health.usnews.com.
  16. 1 2 "Exclusive: Tarte Cosmetics Is Helping Black, Women-Led Businesses Shape Their Future". ELLE. July 28, 2023.
  17. ↑ "A Background of Tarte Cosmetics | Smart Girls Group" . Retrieved 2018-12-13.
  18. ↑ "Tarte Promotes Campaign Against Cyber-Bullying". Beauty Packaging. Retrieved 2018-12-13.
  19. ↑ Giesey, Adelaide (March 6, 2023). "Brand Founder Maureen Kelly on 23 Years of Tarte". The Cut.
  20. ↑ "How this popular cosmetics company is celebrating teachers". MSNBC.com. December 20, 2023.
  21. ↑ Spruch-Feiner, Sara (September 15, 2023). "Glossy Pop Newsletter: The New Community Playbook — Known for its influencer trips, Tarte is reprioritizing community".
  22. ↑ America, Good Morning. "Tarte Cosmetics celebrates teachers with big discount". Good Morning America.
  23. ↑ "Tarte Cosmetics Apologizes After Posting a Meme With a Racial Slur". Seventeen. 2017-09-19. Retrieved 2023-05-29.
  24. ↑ "Twitter is Really Pissed over Tarte's New Foundation Collection". 16 January 2018.
  25. ↑ Ware, Asia Milia (2023-05-09). "Why Black Women Creators Are Accusing Tarte of Mistreatment (Again)". The Cut. Retrieved 2023-05-29.
  26. ↑ "TikTokers Pull Back the Curtain on Influencer Brand Trips". Time. 2023-05-16. Retrieved 2023-09-27.
  27. ↑ "A Black Woman Was Bullied Into Silence Behind the Tarte Trip — And We Need To Have a Serious Chat (Again)". Hypebae. 10 May 2023. Retrieved 2023-05-29.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.