Who Owns Tarte Cosmetics?

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By Danjella Dusanic

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Tarte cosmetics is owned by maureen kelly. The brand was founded by her in 1999 and is headquartered in new york city.

Tarte cosmetics is a popular makeup brand known for its use of natural ingredients. Founded by maureen kelly in 1999, the brand prides itself on creating high-performing, cruelty-free products. Kelly, who has a background in psychology, started the brand after struggling to find makeup that was both good for her skin and effective.

The brand’s commitment to using natural ingredients has earned it a loyal following, with many customers praising the products for their ability to deliver results without harsh chemicals. Tarte cosmetics offers a wide range of products, including foundation, eyeshadow palettes, and lipsticks, and is available at retailers worldwide, as well as online.

Who Owns Tarte Cosmetics?

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The History Of Tarte Cosmetics

How Tarte Cosmetics Got Started

Tarte cosmetics is a well-known makeup brand created by maureen kelly in 1999. Kelly was working in the beauty industry when she saw a gap in the market for cosmetics that were both high-performing and good for the skin. Kelly wanted to develop a beauty brand that didn’t compromise on either aspect, so she started her own company.

Its Early Years And Initial Success

In the early days, tarte cosmetics was a small operation, with kelly personally developing each product in her own apartment. The brand soon started gaining traction, thanks to its unique approach to cosmetics, and began appearing in high-end retailers like sephora and ulta.

Expansion And Diversification Of Its Product Line

As tarte cosmetics grew in popularity, kelly expanded the brand’s product line to include a wider range of makeup products, including eyeshadows, lipsticks, and blushes. The brand also became known for its fun packaging and innovative formulas, which helped it stand out in a crowded market.

How Tarte Cosmetics Has Evolved Over Time

Over the years, tarte cosmetics has continued to evolve and expand. In addition to its original makeup products, the brand now offers an extensive collection of skincare products. Tarte cosmetics has also embraced clean beauty, using natural and nontoxic ingredients to create its products.

The Company’S Current Position In The Market

Tarte cosmetics has emerged as a leader in the makeup industry, with a strong presence in both physical and online retail spaces. The brand’s commitment to high-performing, nontoxic products has earned it a loyal following of fans who appreciate its unique approach to beauty.

With its continued emphasis on innovation, tarte cosmetics is poised to remain a major player in the beauty market for years to come.

Who Founded Tarte Cosmetics?

Tarte cosmetics is an eco-friendly and cruelty-free beauty brand that offers high-performance cosmetics infused with natural ingredients. The brand’s foundation lies in the vision of its founder, who started the company with the purpose of creating healthy and essential cosmetic products for everyday use.

Let’s dive deeper into the details of who the founder is, the inspiration behind tarte cosmetics, and how the company came to be.

The Founder’S Background And Early Career

• maureen kelly founded tarte cosmetics in 1999.

• kelly was born and raised in new york city and spent her formative years traveling and exploring the world.

• she graduated from george washington university with a degree in psychology.

• kelly started her career working in public relations, which gave her a strong foundation in marketing and communications.

The Inspiration Behind Tarte Cosmetics

• kelly’s struggle with finding makeup that was both healthy and high-performing was the inspiration behind tarte cosmetics.

• she found that many products in the market contained harmful chemicals, and she wanted to create a line of cosmetics that was good for the skin and the environment.

• kelly drew inspiration from her travels, where she discovered natural ingredients that could be used in cosmetics.

The Challenges And Successes Of Starting The Company

• starting any business comes with its set of challenges, and kelly had her fair share with tarte cosmetics.

• in the beginning, she faced difficulty finding investors to fund her idea for eco-friendly makeup.

• despite the initial hurdles, kelly persisted, and the brand soon gained popularity for its natural and cruelty-free cosmetics.

• the brand’s first launch was in henri bendel, followed by sephora, which was a massive milestone for the company.

The Founder’S Current Involvement With Tarte Cosmetics

• although kelly founded tarte cosmetics, she is no longer the ceo of the company.

• in 2014, tarte was sold to the japanese beauty giant kosé corporation, and kelly stepped down from her role as ceo.

• kelly is still involved with the brand as a creative consultant and continues to contribute to product innovation.

Maureen kelly’s passion for natural ingredients, coupled with her marketing expertise, led to the founding of tarte cosmetics. Her creativity and dedication to creating eco-friendly and high-performing make-up products have taken the brand to great heights. With a loyal fan base and expert formulations, tarte cosmetics has carved a niche in the beauty industry that continues to thrive.

Who Owns Tarte Cosmetics Now?

Tarte cosmetics is a beauty brand famous for its vegan and cruelty-free products. This beauty brand has an impressive mix of skincare, and cosmetic products have won over millions of beauty enthusiasts worldwide.

Changes In Ownership Over The Years

Tarte cosmetics was founded in 1999 by maureen kelly, who single-handedly ran the business for several years. Since then, the company has seen a series of ownership changes.

  • In 2014, tarte cosmetics was acquired by japan’s largest online retailer, rakuten.
  • However, in 2019, tarte’s ownership was shifted to the kose corporation, which is also a japanese-based conglomerate that deals in skincare, cosmetic products, and fragrances.
  • Maureen kelly, the founder, still retains some control over the creative decisions.

Current Ownership Structure

Tarte cosmetics is currently owned by the kose corporation, which acquired the company in 2019. Kose is a multinational corporation that owns a series of brands. Tarte cosmetics continues to operate independently under kose’s umbrella of companies.

Key Individuals Or Entities That Have Invested In Tarte Cosmetics

Several key individuals and entities have invested in tarte cosmetics over the years, strengthening the company’s position in the cosmetic industry. Some notable investors include:

  • Rakuten – acquired tarte cosmetics in 2014.
  • Kose corporation – acquired tarte cosmetics in 2019.
  • Maureen kelly – founder of tarte cosmetics, still retains creative control.

How Ownership Changes Have Impacted Tarte Cosmetics’ Operations And Growth

Since its establishment, tarte cosmetics has witnessed a series of ownership changes. However, these changes have not had any significant impact on the brand or its philosophy. In fact, tarte cosmetics’ business has grown even after the ownership change in 2019.

The new ownership structure has infused much-needed capital, manufacturing, and distribution capabilities, allowing tarte cosmetics to expand its reach worldwide.

As tarte cosmetics continues to cement its position as one of the leading vegan and cruelty-free cosmetic brands in the market, the ownership change is unlikely to impact its philosophy and unique product offerings.

Tarte Cosmetics Marketing Strategy

Tarte cosmetics has turned out to be one of the most successful beauty brands in the world since it was founded in 2000. Its marketing strategy has been central to the brand’s success. In this section, we will look at how tarte cosmetics has marketed its products over time, the platforms, and media it has used to promote its brand, how it has differentiated itself from its competitors, and analyze the effectiveness of tarte cosmetics’ marketing strategy.

How Tarte Cosmetics Has Marketed Its Products Over Time

Tarte cosmetics has made significant progress in promoting its products, particularly in the past decade. Here’s an overview of how the brand has marketed its products over time:

  • In the 2000s, the brand mostly focused on developing effective, cruelty-free, natural beauty products and promoting them through ‘word of mouth’ and beauty influencers.
  • In the mid-2010s, tarte cosmetics started promoting its products aggressively on social media platforms like youtube, facebook, and instagram.
  • In recent years, the brand has partnered with various celebrities, including model adwoa aboah, to advertise its products, which has boosted its popularity significantly.

The Platform(S) Where It Has Promoted Its Brand

Tarte cosmetics has effectively created a presence on multiple platforms to promote its brand. The following platforms are some of the many where tarte promotes its products:

  • Instagram
  • Facebook
  • Twitter
  • Youtube
  • Pinterest

How It Has Differentiated Itself From Competitors

Tarte cosmetics has set itself apart from other beauty brands in several ways. Here are some ways it has differentiated itself from its competitors:

  • Its commitment to creating cruelty-free, vegan, and natural beauty products has set it apart from other brands in the industry.
  • The use of sustainable, eco-friendly packaging has also separated tarte cosmetics from the crowd.
  • The brand’s partnership with celebrities and influencers has helped it market its products to people that may not have known about the brand otherwise.

Analysis Of Tarte Cosmetics’ Marketing Strategy And Its Effectiveness

Tarte cosmetics has done an excellent job of utilizing different marketing strategies such as social media, influencer marketing, and celebrity partnerships. The brand’s marketing strategy has helped it boost its sales volumes, increase brand loyalty, and make its products more recognizable worldwide.

Its commitment to creating cruelty-free, eco-friendly products makes it a popular choice for customers looking for natural beauty products.

Tarte cosmetics’ success in the beauty industry can be attributed to its innovative marketing strategies. Its commitment to cruelty-free, natural beauty products and environmentally sustainable packaging has set it apart from the competition. By utilizing social media, influencers, and celebrity partnerships, the brand has been able to increase awareness and sales volumes, and enhance its worldwide brand recognition.

Tarte Cosmetics Controversies

Overview Of Past Controversies Tarte Cosmetics Has Faced

Tarte cosmetics has faced several controversies in the past, leading to criticism from customers and the beauty industry. The most prominent controversies include:

  • Shape tape foundation shades: In 2018, the brand launched its shape tape foundation, but it caused outrage among customers and influencers for its lack of shade range and poor inclusivity. Many accused tarte of ignoring the needs of darker skin tones, and several social media influencers boycotted the product.
  • Custom kit sale: In 2019, tarte faced backlash for its custom kit promotion that offered hefty discounts on its products. Customers complained of technical glitches, website crashes, and delayed shipping. The brand later apologized and offered refunds.
  • High price point: Tarte cosmetics has also been criticized for its costliness, which many people find unwarranted for its product quality.

The Company’S Response To Criticism And Backlash

Over the years, tarte cosmetics has attempted to address the criticism and backlash it has faced. In particular:

  • Shape tape foundation shades: After the backlash, tarte cosmetics’ ceo maureen kelly released a statement apologizing to customers, promising to include more shades in the makeup line, and pledging to be more inclusive in her brand’s marketing strategy.
  • Custom kit sale: Tarte apologized for the website glitches and shipping delays and issued refunds to affected customers. The company also implemented new policies to ensure that such problems don’t arise again in the future.
  • High price point: While tarte has not lowered its prices, the company has highlighted the high-quality ingredients, eco-friendly and cruelty-free practices used in its makeup products that justify their cost.

How Controversies Have Affected Brand Perception And Sales

Tarte cosmetics has seen mixed results from the controversies it has faced. For example:

  • Shape tape foundation shades: Despite the initial criticism, tarte’s shape tape foundation went on to become one of the best-selling foundation products of the year, indicating that some customers remained loyal to the brand despite the controversy.
  • Custom kit sale: Tarte saw a significant drop in sales after the custom kit sale controversy, and the brand struggled to regain the trust of customers who were affected by the technical glitches.
  • High price point: Tarte’s high price point has contributed to the brand’s reputation for exclusivity and luxury, but also limits affordability for some customers, potentially hindering sales.

Tarte cosmetics has faced its fair share of controversies over the years, but its response to criticism and the impact on brand identity and sales vary from case to case. Despite the negatives, tarte cosmetics continues to be a leading brand in the beauty industry, in part due to the company’s commitment to high-quality ingredients and ethical practices.

Frequently Asked Questions For Who Owns Tarte Cosmetics?

Who Owns Tarte Cosmetics?

Tarte cosmetics is privately owned by maureen kelly, who started the company in her one-bedroom apartment in 1999.

Is Tarte Cosmetics A Cruelty-Free Brand?

Yes, tarte cosmetics is certified cruelty-free by peta, meaning that no animal testing is conducted at any point during the production process.

Where Can I Buy Tarte Cosmetics Products?

Tarte cosmetics products can be purchased online at tartecosmetics. com and from various retail partners worldwide, including sephora and ulta.

Does Tarte Cosmetics Offer Vegan Options?

Yes, tarte cosmetics has a range of vegan products, which are clearly labeled on their website and packaging.

What Are Some Of Tarte Cosmetics’ Best-Selling Products?

Some of tarte cosmetics’ best-selling products include their shape tape concealer, lights, camera, lashes mascara, and amazonian clay 12-hour blush.

What Is Tarte Cosmetics’ Commitment To Sustainability?

Tarte cosmetics is committed to using eco-friendly packaging, using sustainable ingredients, and supporting various environmental and social causes through their tarte heart program.


After discovering who owns tarte cosmetics, we now understand the brand’s history, values, and goals. It’s exciting to know that maureen kelly’s vision has come to fruition as tarte has continued to grow and thrive in the cosmetics industry. The brand’s commitment to cruelty-free and vegan products has also earned them a loyal following.

As we delve into the history of the company, we can see how it has evolved over time, offering newer products in line with the latest trends in the industry. Tarte cosmetics is, without doubt, a well-recognized brand, with its unique packaging and exceptional quality products.

We hope that this informative post has answered your curiosity about who owns tarte cosmetics, and now you can confidently talk about the brand’s story and values. With tarte cosmetics, we can enjoy an innovative and high-quality line of beauty products while supporting a brand that values ethics, sustainability, and female empowerment.

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