December 1, 2018

Tarte Cosmetics

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

Maureen Kelly began the company in her apartment in 1999 with a cheek stain, and by the year 2000, the cheek stain was being showcased on the cover of SELF magazine.[4] That same year, Tarte Cosmetics had its first order, debuting at Henri Bendel. In 2003, Tarte took to the shelves of Sephora and joined QVC in 2005. By 2010, the cosmetic company was picked up by Ulta Beauty.

Its products are sold at department stores in the United States such as Macy’s, Sephora, Ulta, and Beauty Brands and in Sephora stores in Canada, Malaysia, Puerto Rico, Singapore, Thailand and Australia.[5]


  • 1 Background
  • 2 Acquisition by Kosé
  • 3 See also
  • 4 References
  • 5 External links


Maureen Kelly was pursuing a PhD in psychology at Columbia University when she dropped out to pursue her interest in cosmetics. Kelly worked out of her apartment until her cheek stain was developed. While the cheek stain caught the attention of beauty writers a week after launching in Henri Bendel, Tarte did not immediately spring into the well-known company it is today. Kelly spent much of the first years delivering sample sized products to the mailrooms of magazine publishers, hoping they would invite her back. As sales trickled in, Tarte eventually launched in Sephora in 2003 and two years later in QVC.[citation needed]

Acquisition by Kosé[edit]

In March 2014, Tarte Cosmetics closed an acquisition deal with Japanese-based Kosé Corporation. In an effort to expand into North America, Kosé purchased a 93.5% stake in Tarte at $135 million.[6]

See also[edit]

  • ColourPop Cosmetics


  • ^ Adler, Carlye (September 15, 2010). “Tarte Cosmetics: A PhD Drop-Out Shakes Up the Beauty Biz”. cite.citation{font-style:inherit}.mw-parser-output q{quotes:”””””””‘””‘”}.mw-parser-output code.cs1-code{color:inherit;background:inherit;border:inherit;padding:inherit}.mw-parser-output .cs1-lock-free a{background:url(“//”)no-repeat;background-position:right .1em center}.mw-parser-output .cs1-lock-limited a,.mw-parser-output .cs1-lock-registration a{background:url(“//”)no-repeat;background-position:right .1em center}.mw-parser-output .cs1-lock-subscription a{background:url(“//”)no-repeat;background-position:right .1em center}.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registration{color:#555}.mw-parser-output .cs1-subscription span,.mw-parser-output .cs1-registration span{border-bottom:1px dotted;cursor:help}.mw-parser-output .cs1-hidden-error{display:none;font-size:100%}.mw-parser-output .cs1-visible-error{font-size:100%}.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registration,.mw-parser-output .cs1-format{font-size:95%}.mw-parser-output .cs1-kern-left,.mw-parser-output .cs1-kern-wl-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right,.mw-parser-output .cs1-kern-wl-right{padding-right:0.2em}
  • ^ Turnbow, Tina (July 13, 2011). “Face Time Maureen Kelly, Tarte Cosmetics”. New York Times.
  • ^ Conlon, Patrick (August 2, 2012). “Beauty Brands, Waiting for Suitors”. Wall Street Journal.
  • ^ “Tarte History | Tarte Cosmetics”. Retrieved 2018-03-26.
  • ^ “Store Locator”. Tarte Cosmetics. Retrieved September 5, 2016.
  • ^ Penning, Abby. “Koseacute; Corp. To Acquire Tarte”. Global Cosmetic Industry. Retrieved 2018-03-26.
  • External links[edit]

    • Official website



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