Tarte founder and CEO, Maureen Kelly, discussed the thoughtful approach to business that has driven Tarte’s 25 years of success.
Maureen Kelly, founder and chief executive officer, Tarte Cosmetics with Jenny B. Fine, editor in chief, Beauty Inc and executive editor, beauty, WWD., stressed the importance of personalization and customization as key ingredients of the brand’s secret sauce at the fourth annual WWD x FN x
“As business has gotten bigger, we’ve scaled employees and that has helped, but now we’re using AI to help us with that,” Kelly said. “I was resistant to AI a couple of years ago — I was like, AI is robots and all of these weird things, but now, I use ChatGPT probably 20 times a day to tell me details on someone and her family, for example.”
While Tarte’s guests have been known to flood social media with content of the trip, Kelly said that no requirements are ever made, citing attention to personalization as the key to making the influencers genuinely want to post.
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