# Advice Line with Maureen Kelly of Tarte Cosmetics

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-05-30
- Length: 47m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-30-advice-line-with-maureen-kelly-of-tarte-cosmetics

## Summary

Maureen Kelly, founder and CEO of Tarte Cosmetics, joins Guy Raz on the Advice Line to answer marketing questions from three early-stage founders. She advises Christina O'Brien of Badari on broadening the market for her sweat-wicking athletic underwear beyond just athletes. She then guides Ashley Stark of Perry Hair Care on leveraging her professional background and using trade shows to enter the retail space. Finally, she encourages Marcel Yeager of Career Valet to increase content output and target college graduates as a gift market.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-30-advice-line-with-maureen-kelly-of-tarte-cosmetics#t=0) Introduction and Badari's Athletic Underwear
- [4:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-30-advice-line-with-maureen-kelly-of-tarte-cosmetics#t=242) Advice for Badari: Broadening the Market and Influencer Strategy
- [18:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-30-advice-line-with-maureen-kelly-of-tarte-cosmetics#t=1114) Advice for Perry Hair Care: Retail Strategy and Brand Positioning
- [30:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-30-advice-line-with-maureen-kelly-of-tarte-cosmetics#t=1846) Advice for Career Valet: Content Marketing and College Graduation Gifts
- [45:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-30-advice-line-with-maureen-kelly-of-tarte-cosmetics#t=2751) Maureen Kelly on Embracing Failure

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Tarte Cosmetics (company)
- Badari (product)
- Perry Hair Care (company)
- Career Valet (company)
- Sephora (company)
- Ulta (company)
- QVC (company)
- Native (product)
- Drunk Elephant (company)
- Dermologica (company)
- Primal Kitchen (company)
- Policy Genius (company)
- Spanx (product)
- Hanky Panky (product)
- Shopify (tool)
- TikTok (tool)
- Indeed (company)
- LinkedIn (tool)

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## Citing this page

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