). So when a brand manages to grow an audience on the platform without falling into either of those categories, it's only natural for the industry to take notice.. Despite having launched 23 years ago — long before most of the social media channels that exist today — Tarte has become a success story on Tiktok. At publishing time, it boasts more than 836K TikTok followers; videos tagged #trippinwithtarte have garnered more than 13.
Embracing social media as an opportunity, rather than regarding it as a scary unknown or a dumping ground for random content, has helped Tarte's business continue to thrive over the past few decades. "When some companies get really big, they stop being flexible and nimble," says Kelly. "That's when you start dying."
Kelly credits the fact that the brand relies on "real" people , rather than models, to create its TikTok content as a key to building authenticity and cultivating a major following. "Our secret sauce comes from multiple different things, but being nimble and being real are two of the key foundations of it," she says. "Everyone can see themselves represented our content.