THE RISE AND FALL OF TARTE COSMETICS

Let’s discuss the rise & fall of Tarte cosmetics
~ S U B S C R I B E ~
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[@jupiterliam7961]

I think the big difference between Becca and Tarte, and why Tarte may have more staying power than Becca, is that Becca's star product was really their highlighters, and people aren't really buying highlighters on a regular basis anymore. I think most people will buy a highlighter or two, take a few years to use them up, and then buy another. With Tarte, a lot of their big sellers are staple complexion products, like the shape tape concealer, the lights camera lashes, or the maracuja oil. People go through things like concealer, mascara, or face oil more quickly than they would a powder highlighter, so they're buying those products more often. Becca was never really able to get a foothold in the "staple products" space like Tarte was.

[@breeleicester6161]

My thoughts exactly! Same with ABH, in my opinion. I saw a lot of people saying they thought ABH was next to go, but some of their biggest products I always see people raving about are the brow pencils and a lot of people seem to fly through those and repurchase quite frequently

[@lunagabriella213]

Becca doesn't exist anymore, therefore Tarte wins... Your wording makes it seem like Becca is still around. They've stopped being a company since September.

[@jupiterliam7961]

@@lunagabriella213 Hi! I think you're maybe missing my point a little. I'm saying exactly what you're saying, that Tarte is still around and Becca isn't, and it's because their biggest sellers are/were extremely different. Also, to be fair, I speak about Becca in the past tense here, which I definitely think says that I know they're not still around. Hope that clears it up!

[@mlwgurl]

I think tarte will be okay. I am worried about Buxom cosmetics. It seems like they are slowly being pushed off the shelf at my local Ulta and I never hear them talked about anymore. I do love their lip glosses but it seems they have a hard time making a splash with anything else.

[@labaccident2010]

I remember the only powder foundation that ever worked on me was from Becca, and they discontinued it, i was so sad.

[@mistichristensen7088]

Love, love, love this series. I’d be very interested in hearing more about KVD.

[@petra1995]

"Rise, Fall, Buyout and Tiktok Rise" 😂

[@JanaSiratranont]

@@petra1995 true! 😂 I feel like nowadays, if you want your dying brand to rise again, make it viral on Tiktok haha

[@beckybertish7841]

That would be cool

[@lunagabriella213]

Aside from the obvious, I think the evolution of product production went too slowly, and the palettes were boring and not reaching like the Light and Dark. If the controversies didn't happen, there would've been a greater chance at the Lolita palette selling out. Any of the vegan/sustainable type focused products just fell flat.

[@soofriends]

Me too!

[@LucisZ39]

Tarte in my mind occupies the same space as like say bare minerals where it’s got a dedicated loyal base of people who use makeup as a tool not a hobby. I don’t have the numbers but I’m sure they’re doing fine. Especially now that they’ve kicked all the gimmicky childish stuff over to the Sugar Rush brand. Which is smarter than I realized at first! It took a minute to connect the dots but Tarte still gets to release their unicorn and mermaid products geared towards that younger or niche audience they cultivated while keeping the main brand more adult.

[@taylorgayhart9497]

I googled it, and their worth aprox $46 million, they’re doing fine.

[@AllezVous222]

You've made such good points. I do use a lot of Bare Minerals, and it's a place where I go to get my tried - and - trues, not for "artistic expressions," lol.

[@apriljones27]

I Love Tarte They definitely are doing fine.. I think they're sales are amazing They show appreciation to the customer right or wrong.. I Absolutely love Tarte Especially the Sea & Rainforest set.. Vol. 2 not as much but 1 an 3! Best! Not to mention you can get good deals like the 5 for 5$ minis which are really great! ESPECIALLY the other Sales

[@couponpromocodes9207]

Keep going

[@kirq7342]

Love this series!!! Great insights!! Would you consider doing skincare? Say Drunk Elephant? Tatcha? Kylie Cosmetics?

[@Victoria-do8uj]

after covid my makeup style went from heavy to more light and natural, I love tarte. the packaging is cute and the formulas are consistent

[@katies4521]

Tarte still has a large following outside the beauty community that don’t know the drama that’s been going on. They look boring (and technically, they are) but there’s a large demographic of people that want neutral, subtle makeup and love their formulas. I personally love to have good quality subtle eyeshadow in my collection and Tarte eyeshadows are so good for that in my experience so I would love for them to make a comeback that is fully inclusive

[@debleigh1249]

I totally agree Katie! Not to mention Tarte just won 3 number spots in allures best of beauty 2021. For maneater mascara, tarte shape tape concealer, and for Tartlette in bloom eyeshadow palette. All 3 of them have been around for years… Yet they continue to sell big. I think Tarte isn’t big in the KZbin beauty space, but for the general public they are still a big seller.

[@exomake_mehorololo]

I love Tarte, both the make up and the skincare is good quality and works great. Am never disappointed and always interested in their releases. They seem fine outside the KZbin bubble

[@lipstickzombie4981]

An awful lot of brands most beautubers now turn up their noses on are still surprisingly well known and loved outside of the internet. I can add The Balm to the 'boring workhorse' brands that's still respected outside the internet.

[@the_fae_witch1509]

Tarte is one of the only brands that I'm not allergic to. If they ever go out of business it'll devastate me.

[@christinaparis996]

I like their eyeshadow too! It’s nice to have something neutral but with variety in finishes and tones. I liked the simplicity (some of the bigger palettes have too many similar shades). I hope they can differentiate themselves in whatever the next trend is (Huda Beauty does this well imo). I know they’re mostly neutral… but someone needs to make a green palette…

[@joydawnb]

As a former employee back in the early days, they didn’t start with a natural focus. When they rebranded in 2008, Maureen made the story that it was always a natural brand. The truth is, there were some products that had great ingredients, but they also discontinued a ton of items and it was more about cute packaging, quick fixes and fun colors. They had double ended glosses that were named after famous duos from pop culture, only 1 foundation that was light-medium coverage, and the only eyeshadow they had was limited edition or shimmer duos. When they launched lights, camera, lashes, we finally got more mainstream attention in Sephora. Those giant cheek stains were the hero product, but the problem was: they lasted for several years and there wasn’t much else that drew those clients to the brand. Maureen reformulated them to be natural, 1/2 the amount of product and hoped for the best. This was a couple of years before shape tape. It’s interesting to hear how everything has been scrubbed from the history of the brand from 1999-2008.

[@sabrinadavis8355]

So I love how you "spill the tea", but you do it without shade and with so much respect!

[@misskimberly5]

Benefit would be a good one for this series. I remember when their box blushes were popular and I know they have gimme brow but I just feel like they’re not as popular now

[@livestotravel7589]

I like that Georgia peach one

[@divinelyengineered]

Hoola is my HG bronzer. but besides that, Benefit is just kinda meh for me these days.

[@olivia-xm3hx]

i still have their california blush (from before moving to more cruelty free beauty) and it's good quality but the packaging is AWFUL...so unnecessary bulky, hard to store and hard to get a brush in. but i think they make good money with their brow products, so many people are loyal to either them or abh for brows and brow pens/gels are used up fast

[@maeganmchugh]

I have a soft spot for Tarte, even though Shape Tape isn't my favorite concealer formula either. Hard Candy would be fun to see, going from an edgy department store brand to being much more accessible at Walmart. Bare Minerals and It Cosmetics, how they got their starts on QVC and now have classic products, and Cover Girl would be really interesting! I could be wrong, but it seems like they've been one of the leaders in the major brands in giant parent companies starting to make the change to cruelty-free.

[@markusfeindt]

I’m cruelty free since start of 2020 and I never had a bad product ever switching to cruelty free and vegan all the products blew me away for example Maybelline foundation never worked for me and L’Oréal Paris true match foundation worked for me but bc of the gold sparkle in the foundation it irritated my skin and made me so itchy

[@nicschwarts4505]

Yes! Seconding the Hard Candy request, and also the Cover Girl too!

[@IvyroseGullwhacker]

Kelly, my degree is also in PR/Marketing and I used the Shape Tape Foundation saga as a case study in one of my classes my senior year! Loving this video.

[@KellyGooch]

Ooh that would be such and interesting one!!

[@Seashelldub]

I would’ve liked the video to spend more time on that because I didn’t fully understand their response.

[@vickiem.6096]

I love Tarte as I have sensitive skin and can tolerate their products. Their packaging always sucks me in. The shadows are work appropriate and I love that hint of vanilla when I open a palette. I have enjoyed this series emencely. Thank you.

[@exomake_mehorololo]

Same. Their skincare is really good quality from an ingredients and technology perspective. Not cheap but on a sale it's so worth it. Otherwise I only use Korean or Japanese products.

[@JM-is3qj]

I like there baba moisturizer. There water foundation is one of my faves.

[@shanavillines790]

I love Tarte! Knowing she lost her husband in 911, makes me want to support her even more!

[@missfreedom217]

I was just about to write the exact same comment!

[@annamaleficent]

I would love to see Becca, Kat Von D, NARS, Benefit, Jeffrey Star Cosmetics, Morphe next

[@onewhisper22005]

Smokey Glow did a video on Becca - The Downfall of Becca Cosmetics. I always love her videos! But I’d definitely love Kellys take and to hear it from the beginning!

[@dorisfranco9897]

Yesssss!!!

[@anac5656]

I second benefit! They went big and then totally fell off

[@mw109509]

Omg Morphe!!! Yes!

[@GaGaObession]

NARS?! its stil going!

[@MsRockstarDC]

I love Tarte and had no idea the founder’s husband died in 9/11, which is so tragic.

[@emilyhma]

I think Mac would be a great brand to talk about! When the YT makeup scene was still new, every YTer would be gushing over every new Mac collection, but they're almost never talked about nowadays, and no one talks extensively about the new limited collections or their giant Mac collections.

[@drownzi]

i agree! i second MAC

[@crowleynotcrawley9283]

I do know Mac is still very popular in other countries and I still see people use their lipsticks all the time. They just aren’t influencer popular.

[@loRdpharaoh]

Mac is mostly for actual make up artist, everything else is just extremely hyped thanks to socials.

[@jjennyj77]

I actually really love tarte! The shape tape and ultra creamy concealers are still my all-time favorite concealers. And glow wand is really good too, and the maracuja lip balms are also so good.

[@str4yk1dsw0rldd0minati0n]

I will never forget when they posted a pic of a pallet with colours and stuff then said April Fools and showed the actual pallet only to be told people liked the prank pallet more, that was so funny imo

[@TheBOG3]

That was variations of the color blue for a palette that was never to be. Yes, it was an April Fool's joke. Many people still wish they would make that palette.

[@lim4275]

Tarte sells very well at the Ulta near me. They get new inventory every week, and many of the products sell out within that week. One of the associates there told me that it’s one of their best selling brands. They also do well at the Sephora near me.

[@awesomealllstar13]

Hi! Loved the video! It’s been a few years since I worked at ulta, I think I left 2020ish. But I can say at least when I was there shape tape was still selling and also being shop lifted a lot. A lot of people still loved the tarte tartlet palettes, and liked their blushes a lot. I think they have loyal customers for their customer market since they are on the more natural side but also buildable. I know A LOT of college and middle aged adults were buying from them back then

[@TheLauren1113]

I really like Tarte products. I think a lot of their products work well for older consumers. While I am attuned to current trends, for me, Tarte shadows perform very well and last all day. The colors are neutral and well suited for women 30+. If I were to guess, Tarte’s consumer base trends older.

[@proud2bnumber1]

KVD would be great, but what I think would also be perfect for this series: MAC! I feel they shaped the entire makeup industry.

[@debleigh1249]

I think what is interesting about Tarte, is, even though they took a huge hit in the KZbin beauty community, I think regular people did not get the memo. Many of my acquaintances, and their daughters still by Tarte over everything else. Not to mention tarte just won first in three categories in allures best of beauty 2021. They won for the maneater mascara, Tarte shape tape, and Tartlette in Bloom eyeshadow palette. These are all old staples for them, so it’s pretty huge that they won in these categories for 2021. I’m with you I think even within the beauty community they are making a comeback. Especially with their lip products. I think it’s much easier to go through a lip product than an eyeshadow palette. I think many of these beauty companies used to be measured by their eyeshadow palettes… Not so much today, because eyeshadow is not as important today as it once was.

[@JanaSiratranont]

Tartelette In Bloom Palette will always be the best palette for me. I've had so many palettes and for me, nothing can compare. Tarte, if you're reading, please don't ever discontinue that palette! 😂 I like tape shape too for contouring and highlight.

[@annekehildebrandblog]

If you like the in bloom palette try the full bloom palette it is good.

[@JanaSiratranont]

@@annekehildebrandblog thank you 😍😍I'm actually planning to buy it, was checking some reviews and they said some shades were quite difficult to work with. I'll go check it in Sephora as I am looking for a palette that has pinks and champagne colors in it

[@BubblyViolin11]

Stila might already be on your radar, but that would be a fun one. OCC would also be fun to watch. Those lip tars took over yt for YEARS! Clinique too!

[@traciewarren1070]

As a long time Tartelette, I am always rooting for them and still use many of their original products, especially ShapeTape, Amazonian clay foundation, and blushes in addition to new products that have come out over the years. I was in college when I read an article about the owner. While I was younger, I still connected with her and Wendy (UD) because they were so appealing to younger people compared to Estée Lauder or Lancôme. As soon as I found it in my Nordstrom, I purchased a blush and maybe a gloss. I was sold immediately because they were young and cool. Fast forward 20 years, and I’m still pretty loyal. I am a QVC shopper and consider myself someone engaged with the beauty community, so not sure what to make of that statement. I shop a lot of high-end beauty from QVC like Tarte, Sunday Riley, Tatcha, and many more. It’s not just for senior ladies😉 In fact, Tarte tied in the KZbin beauty community and the concept of influencers on QVC.

[@exomake_mehorololo]

KZbin influencers sit in their own little bubble sometimes. Tarte is doing fine outside KZbin and with influencers on other platforms outside the beauty community. The silos that exist between the different online tribes make people overestimate their importance and underestimate the billions of dollars that is the "average" make up consumer. I love Tarte and Indie brands. I love super colourful looks and neutrals.

[@livestotravel7589]

My 27 year old begged for that big neutral pallet Tarte put out at Christmas.

[@traciewarren1070]

@@exomake_mehorololo Exactly! All of my non-makeup or beauty obsessed friends and family LOVE Tarte. I always get them tons of Tarte stuff for birthdays and the holidays because they really use the products. I think the youtuber influencer influence isn’t as widespread as many think. I think it was smart of Tarte to align with QVC when they did because they tapped into traditional retail markets while being introduced to a demographic that wasn’t hanging out in Sephora and ULta. One thing for sure, those diehard qvc shoppers are super loyal, so Tarte has lifelong supporters on QVC.

[@teresawest1787]

@@exomake_mehorololo ita KZbin influencer’s certainly are not the all - important element in the influencer arena. I don’t understand why Tarte has been included in the “Rise and Fall” series? Tarte is used by my daughters in their 30’s that don’t know one thing about YT influencers. Tarte products speaks for itself and continue to be popular

[@teresawest1787]

@@traciewarren1070 thank you! Well said 😂

[@karthia.creates_]

Fave series !!! 💛💛💛 edit: I feel like benefit and tarte were huge on influencer trips in 2011 onwards. When I think of tarte I think of the shape tape concealer, the amazonian blush, the bloom palette and their holiday releases besides that th brand doesn’t really come to mind

[@AReineyMay]

I tried the Tarte skincare…and I actually really love it. I also love their blushes. One of their holiday palettes I have dedicated to my wedding makeup and have reserved it’s use for my wedding. It has the perfect pink toned eyeshadow, and perfect bronzer, blush, highlight combo I want for my wedding lol

[@teresawest1787]

It sounds amazing

[@mrs_j_bolle]

To be honest, I still love tarte. They have my favorite concealer, my favorite foundation and my favorite lipstick. I can't help myself. 😅😅 ❤ like your channel

[@lim4275]

I love them too!

[@drownzi]

the Tarte SEA line is such a vibe. i haven’t tried any of the products but the packaging is so pretty.

[@silversauceran]

I love Tarte Shape Tape. It doesn’t enhance fine lines with horrible creasing and covers dark circles. You can easily sheer it out with a little amount and a beauty sponge or your finger. I love the formula because it is versatile and you get a great amount of product. Deffo still my favorite concealer.

[@carriedalton1794]

Hey Kelly! I know you’re cruelty free but I would love to see a video on Mac! I never hear Mac being talked about online however in real life and amongst family and friends of mine it’s a popular brand. Love this series btw 💗😍

[@teresawest1787]

I love MAC

[@katietetzloff9248]

Tarte is one of my favorite brands. So many products are so great!!! I think they’re so under rated!

[@teresawest1787]

They are not underrated. They may not be popular w KZbin influencers but they are still doing very well and continue to win awards for their products

[@fumadla4139]

I know they closed down last year, but I'd love a video on becca. They were my favorite brand and absolutely MASSIVE in their champagne-pop era. I'd love to see the here!

[@natatatt]

I really enjoy this series. I also appreciate that they are relatively short videos. There are other channels that do something similar, but 45 to 60 minute videos on 1 topic are a bit long for me. You still manage to get a lot of info across in a shorter video.

[@hailliejean2083]

I’ve found a new love for Tarte. I love neutral basic everyday looks. Their eyeshadow has replaced Urban Decay for me. The blushes last me all day long! Loved the video! 💕

[@sitinurfadila8993]

i would love to see a video about the balm 😊 i'm not sure if they're cruelty free or not though

[@mariangela77]

I love Tarte, especially their Shape Tape concealer and their blush in Exposed!

[@AFFTFOMSICHTS]

I totally agree. I think tarte does well with ppl who use makeup but aren’t into the hobby of it or the social media beauty community. I want to say I love how you bring up the regular market and don’t judge brands solely on their social media relevance. I’ve seen creators in the past who make these kind of videos completely base their opinion on the brands success only based on the beauty YT space which is only a portion of their consumers. Many ppl wear makeup who aren’t into beauty YT or beauty social media. It’s refreshing to hear you acknowledge beauty YT is not the end all be all for the success of a makeup brand. I mean almost every woman I know IRL wears makeup but isn’t into to it the way I am. They just buy their makeup as needed and I’m sure everyone who watches this video has the same story. They may know some ppl who like beauty YT as much as they do but not the majority of the ppl they know IRL. That’s a massive market that’s probably much larger than makeup obsessed ppl like us. I appreciate you stepping back and looking at the bigger picture and including multiple markets and not just the one you’re apart of.

[@manifestationsofasort]

A KVD deep dive would be interesting. So would a BH Cosmetics one, especially since they've declared bankruptcy.

[@lunagabriella213]

They were purchased by Makeup Revolution.

[@samanthapaige6656]

I’m really glad that Tarte came out with a creamy version of the shape tape! I had begun to shy away from it; I’ve got to keep my eye on this brand to see what they do next! 👀

[@alyatoruner4317]

I would love to see a video on Stila or Milk Makeup 🤗

[@AmericanShiba]

Tarte is consistently one of my favorites. I like a variety of their products which is rare in comparison to other brands. They do a lot of products well.

[@jodydiou]

I love Tarte!! I only recently got back into makeup 1+ years ago and I really appreciate Tarte. I LOVE the Skin tint, the Hydro foundation, the juicy lip balms, the blushes, they have one of my favorite mascaras (Tartiest Lash Paint), and of course the eyeshadow palette love the Tartlette Juicy Palette. In my opinion they make some of the best holiday bundles. I picked up the blush bundle this past year. They are my favorite for a whole face!!! Oh I forgot the Bronzer is great too

[@exomake_mehorololo]

Agree with everything. Their skincare is top notch too though. All their products make sense and work

[@lim4275]

I really like their makeup too. I’ve never tried any of their skincare. I might have to give it a try after hearing this!

[@annekehildebrandblog]

Love love love this series Kelly. I am a huge fan of tarte. I would love a rise and fall of Hard Candy, Maybelline, and Almay.

[@moxxibekk]

I would love to see a review of makeup forever. That dang photo finish primer was EVERYWHERE. I remember a running meme in the beauty box community was "someone, somewhere, is getting a mini of the MUF primer right now" I swear I got over a dozen. It was way too silicone based for me.

[@proud2bnumber1]

Yes, makeup forever and MAC would be great!

[@moxxibekk]

My first holy grail, high end mascara was lights, camera, lashes. I wore it on my wedding day. I'm not sure if their formula changed, but a couple years ago I picked one up and it was SO FLAKEY. The fallout was unreal, and it transferred all over my lid. Completely different than what I remembered. I also tried the shape tape last summer and it just read really orange on me, and heavy.

[@84rinne_moo]

I agree about Tarte having products for the more recent trends. I think their lip product (esp the maracuja juicy lip line) are great! I’ve seen alot of ppl talking about the juicy lip/juicy lip plump and the juicy lipstick is a newer one that has a great comfortable formula! The juicy shift is interesting looking too. Blushes always gonna be top on many ppls lists too.

[@vegforlife]

I love Tarte. It’s nice knowing that regardless of the line, their shades are named the same and are consistent. I wear a light medium neutral and don’t even bother swatching if I’m buying a new release. Also that Maracuja lipgloss is 🔥.

[@hayjorturney4773]

Lol me in my 30s- *almost only purchases from Tarte and BM*

[@deannfritz8548]

I love Tarte mascaras. They are some of the best in my opinion. Happy Monday! 💕

[@KellyGooch]

Which one is your favorite??

[@deannfritz8548]

@@KellyGooch the lights camera lashes and the maneater mascaras are my favorite! 😊

[@jam7041]

obsessed w this serious, ive been bingeing them lately!! so interesting to watch this one especially as their lip glosses are going viral right now - social media (tiktok especially) has so much sway in what products people buy its kind of crazy. cant wait for more of these videos!

[@maddismith1303]

i work at ulta and that sugar rush line collects dust. i’ve seen a handful of people buy the tinted moisturizer when there’s a free gift but the line mainly only sells at all to kids/preteens

[@maryannford7665]

Very interesting! I really enjoy these videos and I appreciate the work you put in to each one. Yes, shape tape really gave Tarte a leg up, but so did their eyeshadow palettes like Toasted and Bloom. Great job with this content!! 😃

[@shellyb3662]

Maureen Kelly sold the company in 2014. I think she held some position there for a while after, but don’t know if she still does. Really enjoy this series!

[@GenerationXChick]

I’d love to see these brands: TheBalm and Cargo

[@lipstickzombie4981]

Cargo, what a blast from the past🤭 Those blush tins last forever and I remembered buying Shanghai lipstick when it was a bullet lipstick and not a slim stick.

[@strawberrybonbonxo]

Tarte is really interesting. It's not a brand that's really on my radar as far as anticipating new releases BUT when I recently took a survey in an online makeup group, they asked if you could only have three brands for the rest of your life, what would you pick. I suprised myself by picking Tarte. When I really thought it over, they have solid products in just about every category. Exciting? Maybe not, but solid. I still use Shape Tape (in small dots under my eyes - no triangles!), their liquid liner and Lights Camera Lashes mascara perform well, they have beautiful lip shades, a variety of pretty neutral palettes with a few colorful ones, and great face products (for white people at least). I admit, being medium skin tone and not being involved in any way in selling/influencing, I only have to consider what works for me.

[@TheBeluga2805]

One bit about Tarte that was left out of this video was the fact that they were acquired by Kosé Corporation, a large Japanese cosmetics player, in 2014. The move was apparently made for Kosé to make their foothold in North America. I wonder how that acquisition has influenced the direction Tarte has taken since, including the 15 shades foundation fiasco in 2018. Shade range is often an issue in purely Western brands, but i wonder if Kosé was out of touch with the importance of shade range in the Western market and either had a say in that abysmal range being finalized, or at least did not see how problematic it would be to release the range. (For context: I am from Japan. Most domestic brands here only have several shades in a foundation product, and a big portion of the beauty industry and community still place value on paler skin tones.) Anyway, I just discovered your deep dive series last night and I think they are very interesting! Tarte’s origin story is quite fascinating. Keep up the great work!

[@gabriellewalker6556]

Love this series, would like to see coverfx talked about next!

[@harishnalopez4710]

I love Tarte very much and feel like this brand is what we need. Clean and simple beauty. I’m in my 30’s now and don’t use so much on my face since I don’t have a lot of time anyway but also I’m going for more natural look when I want to and also have a dramatic look or stronger look if I’m at work. Anyway Tarte is strong and I will continue to buy their products. I love the SEA line and I love their main eye palettes. I love their foundations and I have them all for specific days. I just love Tarte ❤️

[@cupiedoll9759]

I am so enjoying this series and appreciate all the hard work and research you invest to it. Thanks again Kelly 😘

[@AppalachianAllegory]

If you choose to do KVD, please don't leave out her antisemitic history. It feels like people gloss over that and focus only on her antivax beliefs, and that's incredibly unjust to my people.

[@jennahyser7245]

You should do one on Jeffrey star cosmetics, Kylie cosmetics, and makeup revolution! I know they’re newer but I’d say they had a ride and fall (mainly the first two)

[@lexylex8976]

I'd have to disagree with the statement that tarte used QVC like no other brand has. Bareminerals comes to mind on how they solely used that platform to sky rocket the brand. Especially with the demos they did. Love this series and hope it continues.!

[@allyj4322]

I remember being so sucked into the influencer trip promotions. 2016 was my senior year of high school and I was super into makeup. I had my first real boyfriend at the time and in passing I showed him some influencers post about the Tarteist Pro palette. He got it for me and I felt so special and it was so dreamy. It’s so funny to look back on it now but the buzz totally worked on me

[@lyndseymoye12]

I absolutely love this!!!! Thank you again for a great story!

[@lindseyzimmerman6078]

Thank you so much for doing this!❤️ I love Tarte cosmetics and I enjoy a lot of their products!☺️

[@TheOnlyGareBear]

New subscriber. Love this series, I always have found the story behind things fascinating. I do have a recommendation for a video. Hard Candy Cosmetics. I remember in the 90's that brand hand some really peak moments like when Alicia Silverstone was wearing their sky blue nail polish on a talk show and was asked about it (and then the brand took off). But I remember specifically they use to be in the Major Department Stores as a higher end product for a while and they had some good stuff. Then I hadn't heard about them in a long time until a few years ago they show up at Wal-Mart and Dollar Tree. I went looking yesterday for more information on the brand but I honestly did not see a whole lot online about it, so I think it would be a really fascinating story. I just don't know how easy it would be to find more information on them. Keep up the great work!

[@naiaralacerda5652]

I really love this series! Amazing job, Kel! You are the best! 🥰🥰🥰

[@tdsollog]

One of my favorite Tarte products was a collaboration with the TV show True Blood. The eyeshadow palette and gel cheek stain stick were great!

[@rainbowpeachiz]

Never been a tarte fan. I don't think I've used anything from them but these videos are always interesting and I would love for you to do kdv next.

[@Tropigal05]

I like Tarte. Especially their mascaras and foundation and the juicy lip balm.

[@gaberdabbers826]

Love their blush and bronzer

[@anastasiawortham8833]

Not gonna lie. My lips LOVE the maracuja lip product line. I'm in North Dakota (about 40 minutes from the Canadian border) with the blistering cold and these lip products keep my lips happy and look gorgeous

[@redrose8264]

i specifically remember jackie aina and alissa ashley doing a collab on that foundation release 💀

[@1liberaldem]

I very much enjoy these types of videos! It's so interesting to learn how brands got started. Back in the day, I used the Amazonian clay foundation, and I still love their Amazonian clay blushes. The last thing I purchased was the tartlett in bloom palette, so that tells you how long it's been! These days, since I'm retired (and on a fixed income), I focus on high quality "drugstore" brands for my makeup.

[@ellemarr7234]

Ive been a makeup junkie since the early 2010’s and I am only just now learning that Troy Surratt co-founded Tarte?! Too cool!

[@biogirl1381]

i truly appreciate the hard work you put into these videos, and i enjoy them very much. i’d love to see a kvd, jeffree star and nars videos. i love your makeup. super pretty. 💚💚💚

[@Therese_MakeupArt]

i use the hydrating shape tape as a base for my eyeshadows. Also the Foundcealer is really nice. And as for Cruelty free makeup, i haven't found any better mascara then maneater

[@mba9554]

your eye makeup is so nice!! 😍😍😍

[@KellyGooch]

Thank you!

[@caterinapurplehaze4746]

Hi! I'm loving these Rise and Fall series. I'm a makeup artist in Argentina, sorry if my english is not correct. The creaseless concealer is the best i've ever used. Generally my clients and I prefer natural and subtle looks, so this concealer looks like you are wearing nothing and you just woke up from a refreshing nap, specially in mature skins.

[@peachesgrant2121]

I would love the hear the story of KVD also Jeffery Starr. I have no idea what happened there.

[@eclaire1804]

OMG The Tarte Ultra creamy concealer is sooooooo incredible. The original shape tape dried my eyes out BAD. But the ultra creamy formula OMG, amazing.

[@Kiki-mu6ri]

brains and beauty ! thanks Kelly, I find the informational videos really interesting. I love learning the backstories on how brands started up and the person/story behind the brand. xo

[@nikxxxee7565]

Wow you didn’t talk at all about there skincare items. The knockout tingling solution is my holy grail with my skin texture and any breakouts. And I owe it to that product.

[@tammyroy9042]

I am LOVING this series🥰. It’s just incredibly fascinating and can’t wait for the next one! Xo 🇨🇦

[@rachnab04]

LOVEEE this series!!! I would def want to see more about KVD - Can you do one on CoverFX?

[@Michelle.Ann.23]

I got recommended this channel a few days ago, and I love this series. Been watching them all. But every video I'm struck by how much you look like a much younger Amy Adams!!

[@tobenyeolievivihunie9538]

I love tarte and I still buy the Amazonian clay blushes beaucse nothing really compares! ahhhh thank for this!!!

[@Yolli.Maceda]

The rise of Natasha Denona. The rise and fall of KVD. The Rise of Pat Mcgrath. The Rise of Charlotte Tillbury . 🤩🤩🤩🤩🤩🤩🤩

[@xuefeiliu4706]

tarte in bloom palette was my first ever eye shadow palette 👍👍👍it kind of introduced me to basic eye look. I tried it again this year and it didn’t wow me anymore. But nothing can replace how I feel about it.❤️❤️❤️

[@samanthabamantha5816]

Tarte was my first prestige brand of makeup I ever bought. And because of that, and their good quality, I'll always love them.

[@elidiac5045]

I wasn’t a makeup person back in high school, but even I remember that foundation launch 😭😭😭 i was honestly baffled that in 2018 a brand thought they could launch such an obviously biased shade range, but I was glad to see the outrage and hoped that would prevent shit like that happening in the future. And I’m pretty sure Fenty got big not too long after, right? Again, I wasn’t a makeup person, but I was thrilled to see such a fantastic range, it made me really hopeful. And nowadays it does seem like we’re seeing a lot more diverse ranges, even in drug stores.

[@linacake5376]

This series is so interesting! I love how you talk about the brands

[@technicolortabby4239]

Loving this series! Yes, you should do a video on KVD Beauty. I agree with you that Tarte is probably steady as a brand and could definitely be poised for a come back. They do have some staple products people love and I do think they are Zoomer friendly, but also have a customer base through QVC that other similar brands don't tend to utilize. Good assessment!

[@misskimberly5]

Mac would also be good. They were the standard for a long time and IMO they focused on quantity over quality with all the collection releases

[@tbrad17]

Tarte is still a big brand among Xennial moms. I personally love the brand, and the In Bloom palette is my holy grail.

[@ashhh987]

I dropped Tarte completely years ago and now I'm almost exclusively using Tarte as of the last couple months. I feel like they're the most consistent in quality.

[@whitneysheng]

Would love to hear your thoughts on some of the new platforms such as tiktok and how influencers play a different role in PR.

[@emilyinnoire]

Bare Minerals and IT Cosmetics followed the same pattern as Tarte on QVC; they launched exclusively on QVC, and used the feedback to decide if they would mass launch it.

[@tracytKthompson]

OMG! KVD should be next! It would probably be the juiciest one!!!