Maureen Kelly had no beauty or business experience when she launched her cosmetics company in 1999 in her one-bedroom, rent-controlled apartment. Now, Tarte Cosmetics is one of the fastest-growing cosmetics companies in the U.S.

At the 2023 Women in Retail Leadership Summit, held April 17-19 in Phoenix, Kelly shared three things that led to exponential growth for Tarte:

  1. Other women. “I hired women that were smarter at things that I was, that I wasn’t good at,” she said. “And I’m OK saying ‘There’s a ton of things I’m not good at’. I make mistakes all the time.” Kelly has an all-female C-suite running Tarte Cosmetics — uncommon in the cosmetics industry — which Kelly calls Tarte’s “superpower”.
  2. Having balance. Kelly said balance is a “unicorn”. As a mom, a daughter, a CEO, a business owner, and a PTA member, she said she’s always failing somebody, and a lot of times, it’s herself. “I said years ago, ‘I’m going to be where my feet are’,” she said. She said she tried being “all things to all people” for so long that it made her physically sick, and she realized it doesn’t work. Now, she takes time to drink her coffee in peace, journal, and take meetings on the phone while walking.
  3. Being nimble. Kelly said when she looks back at how Tarte started — in a one-bedroom apartment, using her credit cards, with no business experience — to now being valued at $2 billion, she thinks, “We can do anything if we have the drive and we have the passion and we’re willing to work hard.” Part of being nimble is stepping out of your comfort zone — like when Kelly started personal Instagram and  TikTok accounts last year after never having personally been on social media before because it was crucial for her and the brand to be where her customers are.

Women in Retail Leadership Circle (WIRLC) members can watch Kelly’s full Summit keynote — as well as all the keynotes and panels from all of our events — here. Not a member? Apply today!