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Behind the Brand
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| Have you ever wondered what's the real story behind your favorite beauty brands? Like, the trip to Marrakech that inspired your favorite lipstick shade, or the major scientific discovery that spawned your skin cream. Or, of course, how each brand got started in the first place. From small family upstarts to Hollywood's biggest makeup artists, read on to hear the inspiring stories behind your favorite beauty companies. |
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FROM TARTE TO FINISH
Innovation, Ease, and Health, Combined |
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Entrepreneur Maureen Kelly started Tarte in early 1999, after earning her masters degree in psychology from Columbia University. With fun easy-to-use products and good-for-your-skin formulas, Kelly designed Tarte to take the stress out of makeup.
Kelly recognized the lack of a hip, healthy, consumer-friendly cosmetic line and began her research, drawing from her psychology background and prior work experience in interior design. Armed with this knowledge—and being a natural-born product junkie—Kelly now had an entirely different perspective on the cosmetic world. "I'm not a makeup artist," Kelly stresses, "I'm just an everyday woman. So when I created the line, I wondered what would I want from the perfect cosmetic line?"
Tarte, which Kelly believes represents that cheeky playfulness in all women, was her answer to that question: a product line ideal for the girl on the go who wants to streamline her makeup routine without sacrificing quality, healthiness, or luxury. "I didn't want a line with thirty different kinds of brushes and crazy, bright colors that don't translate from the runway to real life," says Kelly. "It was important to me that the colors be extremely wearable and suited for all types of complexions."
With a brand new approach to beauty, Kelly called her new beauty regime "health couture," a simple, chic makeup line that was, most importantly, good for you too. Launched in September 2000, Tarte was praised by beauty editors and makeup artists alike for its luxe packaging, range of wearable color, portability, healthy ingredients, and memorable names. Now a staple in award night goody bags from the Oscars® to the Emmys®, Tarte products, such as the award winning Cheek Stain, FRxtion, and 24/7 Lip Sheers have become cult favorites for both celebrities and Tarte fans alike.
Today, Tarte still thinks of new ways to help women feel beautiful from the inside out. Kelly and her beauty geniuses continue to work hard to ensure that all their products are chock-full of healthy, skinvigorating benefits, from nourishing vitamins and paraben-free formulas, to using soothing natural oils. Always the fashion plate, Tarte continues to be inspired by everything from haute couture to Hollywood, or even by the chic women they see every day on the streets in New York. Staying true to its name, Tarte continues to mix part sweet with part spicy, which is what makes it deliciously irresistible to everyone—Tom girls to fashion plates. |
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ReCreate™ Anti-Aging Foundation With Wrinkle Rewind™ Technology SPF 15, $37
only at sephora
Lash Hugger Natural Mascara, $18
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