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The Perfect Marriage

By: Leslie Benson
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

For Tarte’s 10-year anniversary in 2010, CEO Maureen Kelly turned to celebrity and runway makeup artist Tina Turnbow, left, for her fashion expertise before launching the Flower Child Limited Edition Collection.

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Like Turnbow, Tarte’s dedication to the industry is driven by consumer feedback. “We’re constantly tweeting, blogging and Facebooking,” Kelly says. ‘We want to hear from our customers.”

While Turnbow works in the high fashion world, learning about celebrity’s makeup needs, Tarte focuses on everyday female consumers of all ages, including the brand’s savvy staff. “I like to call it the three Rs: reading, researching and reviewing,” Kelly says. “My creative team stays atop of beauty, fashion, health, entertainment and lifestyle trends. It’s also in the trenches, trying everything that’s available on the market. After doing independent homework, we meet to discuss what we love/hate and what is missing in their cosmetics bags. These Tarte ‘think tanks’ are where the magic happens.”

Thanks to the think tanks and outside expert advice, such as Turnbow’s celebrity insight, Kelly says Tarte consumers can expect a lot on the horizon for the brand. “We’ll continue to experiment with new natural ingredients, innovative delivery systems, clinically proven formulas and eco-friendly packaging,” Kelly says. “We’re also expanding complexion shade ranges to meet all our customers’ needs.”

Leslie Benson is a freelance writer and former editor for GCI magazine.