Jamie Matusow, Editor-in-chief01.30.19
Late in 2018, in anticipation of a holiday shopping frenzy, social media analytics firm Influenster revealed the results of a poll they had done on “Most Wanted Makeup Brands on Black Friday and Cyber Monday.” The outcome: The majority of survey respondents said they were planning to purchase makeup during the holiday kick-off period. The No. 1 choice of these Millennial and Gen-Z consumers: tarte cosmetics.
Yes, tarte with a lowercase “t,” which came about because founder and CEO Maureen Kelly, tells Beauty Packaging: “I’ve always wanted it to feel fun and laid back, just like the brand itself—and lowercase letters helped demonstrate that informal and approachable vibe that tarte stands for.”
a language of its own
Also adding to the prestige bran
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