Tarte Founder Maureen Kelly on How Her Brand Became a Source of Healing After Tragic Loss
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Maureen Kelly’s effervescent energy radiates through the screen as she joins a Zoom call with PEOPLE. The founder of Tarte Cosmetics, known for her creativity and determination, reveals that her journey with the brand has been more than just building a makeup empire – it has been a process of personal healing and growth.
Kelly’s venture into the beauty industry began in 1999 with a cheek stain, a product she affectionately refers to as her “first born” before her two teenage sons. Drawing inspiration from childhood memories of mixing watercolor paints with shaving cream to mimic her mother’s rosy complexion, Kelly embarked on a mission to create cruelty-free products with natural ingredients. Despite facing numerous rejections from chemists initially, she persisted in her vision until one finally took a chance on her.
The entrepreneurial road was not without hurdles for Kelly, as she was initially turned down by her dream department store, Henri Bendel. Undeterred, she employed quick thinking and a strategic fib about a competing offer to secure a deal with the prestigious retailer. This bold move marked a turning point for Tarte, setting them on a path to success and innovation.
One of Tarte’s groundbreaking products, the Shape Tape Concealer, was born out of Kelly’s own struggle with cystic acne. The concealer quickly became a fan favorite and solidified Tarte’s position as a game-changer in the cosmetics industry. Kelly’s willingness to listen to her customers led to the creation of the Shape Tape Blur Concealer Stick, a product that defied expectations and flew off the shelves.
Behind Tarte’s meteoric rise lies a deeply personal story of resilience and healing. In 2001, just two years after launching the brand, Kelly experienced a devastating loss with the death of her first husband, Mark Ludvigsen, in the 9/11 attacks. Despite the unimaginable tragedy, Kelly found solace and purpose in her work, viewing every product and decision through a lens of personal significance. Tarte became not just a business but a form of catharsis for Kelly, providing structure and meaning in the midst of chaos.
Kelly’s commitment to giving back has always been a core value of Tarte, stemming from her own experiences of receiving support during difficult times. From donating products to women in need to establishing the nonprofit Heart to Tarte, Kelly’s philanthropic efforts have left a lasting impact on communities. Her belief in uplifting women and fostering opportunities stems from her mother’s influence, who instilled in her the importance of empowering girls to pursue their dreams.
Despite facing criticism and learning from past missteps, Kelly remains steadfast in her dedication to transparency and growth. Embracing vulnerability as a source of strength, she encourages others to share their stories and connect on a deeper level. For Kelly, authenticity and openness are not just buzzwords but guiding principles that shape her approach as a founder and a leader.
As Tarte continues to evolve and expand its reach, Kelly remains unwavering in her mission to inspire and empower others through her brand. Her story serves as a testament to the transformative power of resilience, compassion, and a steadfast commitment to making a positive impact in the world.