Founder & CEO
Maureen Kelly is the Founder & CEO of tarte cosmetics, an industry leading, prestige multi-million dollar makeup brand in over 60 countries. In 1999, Kelly was pursuing her PhD in Clinical Psychology at Columbia University and shifted her career path to follow her true passion - to create a line of cruelty-free products infused with high-performance natural ingredients, all wrapped up in chic, trendy packaging. From the iconic cheek stain to the award-winning shape tape concealer, Kelly disrupted the beauty landscape and continues to do so by staying nimble, moving quickly and becoming an early adopter on social media.
Passionate about championing female empowerment and entrepreneurship, Kelly leads a team of all-female C-suite executives, and also remains focused on supporting the next generation of girl bosses through impactful campaigns like shape your future™ small business awards and tartelette™ U mentorship program. Giving back has always been a major aspect of her brand’s DNA, she’s supported charities like Dress for Success, Habitat for Humanity, The It Gets Better Project, and the Sea Turtle Conservancy. She even spearheaded the creation of tarte’s own all-female cooperative in the Amazon, providing local women the opportunity to work and support their families and community. In 2017, Kelly founded & became President of heart to tarte, a 501(c)(3) organization to support causes near & dear to the tarte family. She has received numerous awards and accolades from esteemed organizations such as Entrepreneur magazine and OPEN from American Express’ Woman of the Year, Ernst and Young’s Entrepreneur of the Year, and Cosmetic Executive Women’s Achiever Awards.
Kelly earned a Bachelor’s Degree in English from Binghamton University and a Master’s Degree in Psychology from The New School for Social Research. She is an active member and key contributor to advisory councils like Ulta Beauty Conscious Beauty Advisory Council, QVC Beauty, the Fashion Institute of Technology, the Good Health Clinic and local cosmetology programs. When she’s not developing the next viral product, Kelly spends her time at her beloved home in Florida by the water with her husband, two sons and dogs.