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Tarte Cosmetics

by Maureen Kellyvia How I Built This
Growthcold email

Tarte Cosmetics was founded by Maureen Kelly, who left her Ph.D. program in clinical psychology to launch a makeup company with no startup capital, experience, or connections. She relied on relentless door-knocking, maxed-out credit cards, and support from friends and family to turn Tarte into a wildly successful brand.

Why They Built It

Maureen Kelly wanted to launch a makeup company after realizing she didn't want to pursue a career in clinical psychology despite having two Master's degrees and pursuing a Ph.D.

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