Kelly spent much of the first two years delivering sample products to the mail rooms of magazine publishers, hoping they would invite her back.
[1] In March 2014, a 93.5 percent stake in Tarte Cosmetics was acquired for $135 million by Japanese company Kosé Corporation, which wanted to expand into North America.
[9] In June 2018, Tarte announced the revival of its sister brand, Awake, which produces a line of skincare products.
[11] Maureen Kelly has stated that she wanted makeup that uses natural ingredients, including Amazonian clay,[12] goji berry extract, passionfruit and vitamins A, C, and E. Tarte Cosmetics does not use parabens, mineral oil, synthetic fragrances or gluten in their products.
[16] Maureen Kelly partnered with Sustainable Amazon Partnership, which encouraged forest stewardship, created new jobs, boosted living conditions, and offered educational opportunities.
For each self-portrait uploaded, a donation was made to the foundation and one poster received a lifetime supply of Tarte Cosmetics.
[20] This included days on which teachers could come to Tarte headquarters in person to pick up classroom supplies and receive free cosmetics and beauty services,[21] and daily discounts for educators.