CEO of Tarte Cosmetics, Maureen Kelly, shares a connection to Florida. She has owned a house in the Florida Keys for years and purchased a house in Longboat Key in 2023.
Those Florida roots are perhaps one reason for her stop in Tampa on March 21. She spoke and answered questions at the University of South Florida's Conversation with a CEO series and later headed to other Tampa locations for Tarte Cosmetics' World Kindness Tour.
"The students’ savvy marketing and product questions got me really excited about the incredible potential of the next generation," Kelly told Tampa Bay Inno in a statement.
At the USF event, Kelly shared advice for students and professionals. She spoke from her own experiences as a founder and business professional building an internationally known cosmetics brand.
On imposter syndrome
- "I know social media doesn't like the term 'fake it until you make it,' fake it until you feel it, whatever you want to call it. That's what I did," Kelly said on getting her foot in the door. She shared stories about how she called retailers dozens of times or saw dozens of rejections in the early days of building her business.
- "When I got 18 'Nos' from 18 different labs, I kept going and went to the 19th one, and I finally got the 'Yes,' so that's what I would say, 'Believe in yourself,'" she said.
On celebrating your wins
- "I'm a big believer in celebrating the moments," Kelly said. When she got her first internship, or a company agreed to manufacture her products, she remembers feeling optimistic, even if she would soon face reality again. She celebrated her wins, even if she could only afford a $6 bottle of champagne, she said.
On staying in the moment
- "Even being here at this amazing school, being in Florida, and being in the programs you're in are incredible and inspiring things; it's such a blessing that you worked hard and are here. Don't be in a rush," Kelly told students. Each step of her process was important to building her company, she said.
On innovation in her journey
- "Innovation has been big," Kelly said. She encouraged the crowd to embrace new artificial intelligence products. Every department in her office uses generative AI technology, whether writing a public relations brief, working in graphic design or making a TikTok prompt, she said. Her 17-year-old son presented about AI to Tarte's president and department heads, she said. It's an example of the value she sees in teaching yourself to leverage new skills.
- "If you wait, you're late," Kelly said, pointing to how Tarte embraced MySpace, Facebook, TikTok or generative AI. TikTok's sales platform, the TikTok shop, has become a significant source of sales for Tarte, she said.
On being flexible
- "You have to be okay with being flexible. If you're flexible, you're going to get a great job, and when you have that job, you're going to grow within it," Kelly said. Her employees who are open or flexible go the furthest, she said.
On taking initiative
- "Initiative is everything, guys; don't sit back and let things come to you," Kelly said. Even if it feels pushy, take the initiative and ensure opportunities don't pass by, she said.
On navigating power structures in her career
- Ignore imposter syndrome, she said. "You deserve to be here. You've worked hard. And I'd say to think back to your younger self: If you look in the mirror and are being mean to yourself, would the 7-year-old you feel good about that? Would she ever tell herself she doesn't belong here, that she's ugly or she looks fat? For me, if I ever feel like there's a power [issue] — nowadays, I don't have that anymore. But when it happened over time, I used my voice and didn't let other people push me around."
- "You have to stand up for yourself because if you don't, no one else will," she said.
