The Ledger
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Tarte was the first cosmetics brand to use fabric packaging
“So I got the packaging from a pack, a packaging company that I found and talked them into doing this amazing lavender fabric packaging. No one in the industry had ever done it. We were the first ever.”
Tarte waited five years to launch mascara, typically a brand's top seller
“A mascara is Typically, a brand's number one selling product. I didn't have that for five years”
Kelly nearly lost her house and company after contract lab shutdown
“So we would have gone bankrupt. Bankrupt at that point. And all of our bank loans were personally guaranteeing guaranteed, like, by us. So, like, you know, including, like, our house.”
Tarte Cosmetics was valued at $2.3 billion in 2020
“And in 2020, Is when my final, like, shares were done, and at that point we were valued at 2.3 billion.”
Tarte Cosmetics was technically bankrupt every other month in 2008 and 2009
“We were technically bankrupt like every other month for 2008 and 2009.”
Tarte maintains a rare all-female C-suite in the cosmetics industry
“I have a president, I have a all-female C-suite, which is something I'm very proud of. It's very unusual, believe it or not, in the cosmetic industry to have women at the top.”
Kelly financed Tarte using her 9/11 victim fund instead of loans
“I wasn't taking out loans. Now I'm using my nine 11 fund, which is really tough because, you know, I knew that this is what Mark wanted for me.”
Kelly: SEO is a top-three digital revenue driver for Tarte Cosmetics
“I know it's like a little bit of a, people still think of it as like an older thing, but sometimes the oldies are the goodies, and we look at it, it's for our number two or number three revenue driver for us within, within digital marketing, so.”
Tarte generated up to $23,000 per minute on QVC during holiday broadcasts
“When you think about catapulting to another, like, level of sales you know, you can go on, especially in QIV, like, holiday time, and do, like, 23,000 dollars a minute.”
Kelly launched Tarte using $20,000 in personal savings and credit cards
“Mark and I had 20,000 dollars in savings. And then I put the rest on credit cards.”
Troy Surratt was a silent partner before Kelly bought him out
“You know, he become a silent partner after a year or so, and just eventually I bought him out.”