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Sweet Tarte: Taking Inside-Out Beauty to Heart

By: Karen A. Newman
Posted: October 2, 2007

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A focus on ingredients in general and actives in particular also made the list of powerful trends, and Kelly isn’t just giving lip service to ingredients. She recently partnered up with pal Scott Vincent Borba, creator of the eponymous line of drinkable skin care, to send a message to her customers that she is serious about beauty from the inside out, and tarte has capitalized on Borba’s investment in research and testing of nutraceuticals. tarte’s latest lip gloss offering, Inside Out, includes natural ingredients from BORBA’s Age Defying, Replenishing and Clarifying lines, aimed at diminishing the appearance of fine lines and wrinkles while helping to protect against environmental attack. When Kelly says “your makeup should be working for you,” she means it. DiResta believes the association works because both BORBA and tarte are crossover lines that “manage to capitalize on aspects of the zeitgeist while still remaining current by virtue of their high-quality products.”

“Maureen and Scott Vincent have a very natural partnership, too,” says DiResta. “They are both so passionate about their businesses and about creating products that will really benefit the customer, but they are also very easygoing, laid-back personalities, so working together has been a lot of fun.”

And the move is paying off. Lip gloss sales are up 90% and garnering heavy coverage from beauty, fashion and lifestyle magazines—including Allure, Vogue, In Style, Elle, Marie Claire, Self, Shape and Health. The new glosses were featured on the Today show and the Rachael Ray Show. “We’re even adding three new shades for the holiday season per customer request … or should I say demand,” quips Kelly. “Our customers can be pretty feisty.”

Good to the Core
The desire to produce products that benefit the consumer is part of what makes this the right time for nutraceuticals. “Nutraceuticals are natural, bioactive chemical compounds that have health promoting, disease preventing or medicinal properties. There has been so much research devoted to discovering what various food products have to offer in keeping us healthy and beautiful. Feeding your skin by topical application is something that has been done for thousands of years by various cultures,” says Kelly.

Kelly and DiResta agree that today’s savvy consumer is demanding more from the food she eats and the products she uses on her face and body, and that nutraceuticals offer a natural way to fight the onslaught from free radicals and pollution. “With the proliferation of information about environmental and health concerns as well as beauty blogs, TV shows and magazines that translate what was once industry jargon into laymen’s terms, women are demanding more from their beauty products,” says DiResta. “It’s no longer enough to create a lipstick that makes you look pretty—it needs to make you look good, feel good, and, hopefully, be good for you, too. As a result, healthy beauty and environmentally friendly beauty have become huge trends.”