# Tarte Cosmetics: Maureen Kelly

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-01-23
- Length: 1h 21m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly

## Summary

Maureen Kelly, founder and CEO of Tarte Cosmetics, explains how she launched a billion-dollar beauty brand in 1999 with no industry experience, funding, or connections. She details her journey from a PhD student to bootstrapping the company by maxing out credit cards, hand-packing products in her apartment, and leveraging unique fabric packaging and a paraben-free formula to gain traction with luxury retailers like Bergdorf Goodman and Sephora. Kelly also discusses the pivotal role of QVC in scaling sales, the near-collapse of the business when her primary manufacturer went bankrupt, and her eventual acquisition by Kose while retaining control as CEO.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=0) Introduction: Maureen Kelly and Tarte Cosmetics
- [3:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=210) From Psychology PhD to Makeup Entrepreneur
- [14:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=841) Bootstrapping Tarte: Sourcing, Formulation, and Packaging
- [25:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=1537) Breaking into Luxury Retail: Bergdorf Goodman and Press
- [41:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=2474) 9/11 and Personal Tragedy
- [52:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=3157) Scaling with Sephora and QVC
- [1:08:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=4099) Manufacturer Bankruptcy and Cash Flow Crisis
- [1:16:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-23-tarte-cosmetics-maureen-kelly#t=4589) Acquisition by Kose and Leadership

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

founders before launch, early-stage companies, companies scaling up, established companies

## Mentioned

- Tarte Cosmetics (company)
- Bergdorf Goodman (company)
- Sephora (company)
- QVC (company)
- Kose (company)
- Encore Consumer Capital (company)
- Cheek Stain (product)
- Lips Camera Lashes (product)
- Romeo and Juliet Lip Gloss (product)
- Oprah's Favorite Things (product)
- Lauder (company)
- L'Oreal (company)
- Ulta (company)
- Keith Ratton Woods (company)
- PricewaterhouseCoopers (company)

## Related episodes from other shows

- [030: Launching a product with $500 and no industry knowledge, Josh Smith of Libertine Fragrance](https://hardwarepodcasts.com/podcast/product-startup/2016-12-06-030-launching-a-product-with-500-and-no-industry-knowledge-josh-smith-of-liberti) (Product Startup)
- [021: Using Public Research to Develop WINK Lash and Brow Oil with Megan Cox of Amalie Beauty](https://hardwarepodcasts.com/podcast/product-startup/2016-10-04-021-using-public-research-to-develop-wink-lash-and-brow-oil-with-megan-cox-of-am) (Product Startup)
- [Tallow, Trust, and Testing: Inside My Neighbor's Rapid Growth](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-09-11-tallow-trust-and-testing-inside-my-neighbors-rapid-growth) (The Startup CPG Podcast)
- [Founder Feature: Liv Truesdell of FROST Buttercream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-12-founder-feature-liv-truesdell-of-frost-buttercream) (The Startup CPG Podcast)
- [Founder Feature: Akua Boakye Okunseinde of Karité](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-21-founder-feature-akua-boakye-okunseinde-of-karite) (The Startup CPG Podcast)

## Citing this page

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