• HQ: New York, NY
  • Category: Brands
  • Investment: Sold to KOSÉ Corporation, a Japanese multinational personal care company

Tarte is a developer and marketer of color cosmetics positioned as “High Performance Naturals” sold primarily through prestige beauty retailers and direct to consumers online and on television.

The cruelty-free beauty products are infused with ingredients like superfruits, plant extracts, vitamins, minerals and other naturally-derived ingredients. However, the ingredients that are not in tarte products are what really set tarte apart. All products are formulated without parabens, mineral oil, phthalates, triclosan, sodium lauryl sulfate and gluten.

Encore invested in Tarte to provide growth capital and liquidity for minority shareholders.  Encore partnered with founder and CEO, Maureen Kelly, to expand the brand into Ulta and other select prestige beauty retailers in North America and beyond.  Maureen retained a meaningful equity ownership.

Investment Period Highlights

  • Expanded distribution into Ulta
  • Increased marketing support for key customer Sephora and sales support to ensure success of Ulta launch
  • Completed repositioning of full product offering as “High Performance Naturals”
  • Launched new product lines with functional ingredients to complement core product offerings, such as Amazonian Clay and Maracuja Oil
  • Broadened management team with several significant hires
  • Implemented new systems to accommodate rapid growth
  • Increased revenues nearly seven-fold during ownership period

We loved working with the incredible Encore team…they helped us expand our footprint and reach more tartelettes worldwide.

The statement quoted above was made by a current or former executive of an Encore Consumer Capital portfolio company following Encore’s exit of that company. Such executive has not received compensation for the above statement and this statement is solely his or her opinion and representative of his or her experience with Encore Consumer Capital. Other portfolio company executives may not necessarily share the same views. It should not be assumed that Encore Consumer Capital’s investment in such portfolio company was ultimately profitable.

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