Interview with Maureen Kelly, Founder and CEO of Tarte Cosmetics

Published on womenworking.com March, 2008

Strategy for Success: Seize Opportunity

Maureen Kelly,
Founder, CEO
Tarte Cosmetics

Maureen Kelly was halfway through earning her doctorate in clinical psychology when she dropped it all to pursue a riskier, but unrelenting aspiration: her own makeup line. She spent free time during her last six months in school doing some initial research into the industry before she realized there was an opportunity in the market for natural, multi-purpose products for busy women.

It was a "now or never" moment. "There are some huge companies in the industry, and I knew it was going to be tough to break into, but I decided if I was going to go for it, I was going to give it my all," says Maureen. Without any business experience, she decided to launch tarte Cosmetics from her one-bedroom Manhattan apartment.

"I started with $20,000 in savings. I read business books, rolled up my sleeves, and learned as I went." Though her friends and family were hesitant about her decision not to at least finish school first, Maureen managed to rally their support. "For two years, our warehouse was my parents' basement. I'd get pizza and wine and everyone would come over and help me with press mailings and distribution."

Maureen’s Start-Up Strategies:

Be open to criticism.
"Back up research with second and third opinions. A lot of people are resistant to hearing that they might need to tweak their idea or concept, but if it's not truly original, it's not going to succeed. Seek and be open to anyone's input. You have to have thick skin when starting your own business. Not everything's going to be a home run."

Don’t take shortcuts.
"It was important to me that the integrity of the product was there, and that they were as natural as possible. First and foremost, you are your own customer. If you're not inspired to use your own product, who will be? Start out by not compromising quality and really going for what you believe in. Though it will cost more initially, you'll be more successful in the long run."

Know your weaknesses.
“You may not be a 'born entrepreneur'--you might just have an idea you're passionate about. You have to be able to realize your limitations and surround yourself with people that complement them. You can't do it all, nor should you. You have to step back sometimes and let your team flourish, because if you don't let them do things on their own, they'll never grow."

Do your due diligence.
"When negotiating pricing for a lip liner, I used a source who had supplied reputable brands, so I assumed he was reliable. I made the down payment and the person disappeared. It turned out he had done this to several other people in the industry. It didn't matter for them because they were owned by parent companies, but for me it was a huge deal because I had no money. Lesson learned: Get everything in writing and check references."

Don’t be too eager for the ‘big break.’
"We had the opportunity to launch the company to the next level when QVC approached us early on. But we said no at first because we were focused on controlling our growth. It probably wouldn't have been successful because we had some glitches at the time, and we didn't have the man power required for that kind of distribution. Once we felt tarte was where it needed to be I went on the show and the products were a hit! You get one shot to make a big break work, and you know whether you're ready or not."

Spotlight on Maureen

CHILDHOOD DREAM JOB: "Fashion designer. In a way my cosmetic line parallels that because our products are packaged in the latest fashion designs and fabrics."

FAVORITE BOOK: "The Memoirs of Cleopatra."

THE MOMENT SHE REALIZED HER SUCCESS: "When our lip glosses got on Oprah's 'Favorite Things' list."

PHILOSOPHY ON LIFE: "Life is too short. Do what makes you happy."

Tickled Pink

Here's an example of the style articles I write as part of nicolewilliams.com's weekly "Chic on the Cheap" newsletter.

Tickled Pink

No matter what your skin tone, hair color, or eye color, you can always find a shade of pink that makes you pop. And though the juicy hue used to be considered very feminine, it's now more powerful than ever. (Even men are flaunting it!) So if you haven't yet integraded pink into your wardrobe, summer is the perfect time to take the plunge. Here are our suggestions.


STRIPE THREE-QUARTER SLEEVE STRETCH SHIRT, J.CREW, $64.00, JCREW.COM
If you're not a huge pink person, this crisp button-down is a perfect compromise. The fuchsia pinstripes are subtle, but enough to add interest. Monogram the sleeves for an extra sophisticated look!

SILK CHIFFON RUFFLE BLOUSE, DIANE VON FURSTENBERG, $245.00, INTERMIXONLINE.COM
Put together pink, silk chiffon, and ruffles and you can't get much more girly. But worn with black pants or dark jeans and a fierce pair of pumps, this classic DVF blouse will command attention without looking like you've OD'd on sugar and spice.

SEISMOGRAPH DRESS, MARC BY MARC JACOBS, $298, SAKSFIFTHAVENUE.COM
When you've got to stand out, this funky pink and blue dress won't let you down. Save it for important meetings or day-to-date occasions and you'll be sure to turn heads.

GESTURE PUMPS, KATE SPADE, $240, ZAPPOS.COM
These flirty floral peep toes aren't for your ordinary Plain Jane. Wear them with a black dress or skirt suit to make a stylishly playful statement.

SUMMER LINEN BUTTON-TAB JACKET, J.CREW, $138, JCREW.COM
For a look that's polished and pretty, pair this jacket with tailored jeans and a basic white tee. The lightweight linen will let you go from meeting to meeting without breaking a sweat (or shall we say "glow").

SWEET ORANGE VERNIS NAIL POLISH, DIOR DIOR, $20, SEPHORA.COM
This coral hue will go with practically any outfit this summer. Stash a bottle in your desk drawer for quick fixes to make your manicure last longer (and save some money while you're at it!).

Budos

I saw the Budos Band last night. I first heard about them because they play with Sharon Jones sometimes (if you like Aretha, you'll love her). Kinda funky, and there are like 19 of them on stage at once. But it was fun! They definitely belong on a James Bond soundtrack. Check 'em out!

5 Career-Boosting Summer Activities

Published on nicolewilliams.com 6.10.09

Amid the sporting events, parties, and outdoor activities that will undoubtedly fill your summer, there are valuable opportunities to advance your career. Try a few of these to maximize the warm-weather months.

Take golf lessons. Earn some serious one-on-one time with the CEO, or score networking contacts during a company outing. Adding golf to your résumé can get you an in at places you never would have expected. Get a few private lessons from a pro for $40 to $70 a session, or start with the driving range where you can perfect your swing for peanuts.

Organize a company outing. Whether you head to the park, the beach, or a happy hour at an outdoor café, planning a fresh-air activity for your co-workers will do everyone some good. Extend the invitation to family and friends so everyone feels more at ease.

Take advantage of Summer Fridays. While everyone else scurries out by 2 p.m. for weddings and weekend getaways, you can gain a serious edge on the competition by finding freelance work or taking a foreign-language class.

Enter a charity race. Google “charity races” in your city and find a cause that you’re passionate about, or one that aligns with your company’s mission. (Some charities that host events in multiple cities around the country are Walk to Cure Diabetes, Avon Walk for Breast Cancer, National Multiple Sclerosis Society, Race for the Cure, and Walk America.) Introduce the charity to your co-workers and invite them to make donations, or better yet, to attend themselves!

Throw a block party. How many of your neighbors’ professions can you name? Probably only a few, which means there are plenty of valuable connections waiting for you around the corner. First, put a flyer in all the mailboxes on your street inviting neighbors to attend an organizational meeting. Then together you can decide on a date, a theme, and who will bring what. (Don’t forget to contact town officials about having the road barricaded if you expect a big turnout.) Finally, send out invitations and make sure to order a fresh batch of business cards!

Celeb Career Thermometer 6.5.09

Best Career Move of the Week: Cameron Diaz Says ‘No’ to the Knife

Although Cameron Diaz has gone under the knife for reconstructive surgery after breaking her nose four times (“Shit just finds my face—it’s crazy,” she claims), more drastic nip and tucks are not on her to-do list. "I'd love a bigger butt, more meat on my bones. I'd love to be more voluptuous. It's just not my body type," the gorgeous 36-year-old actor told Marie Claire. Glad to see that at least one leading lady has accepted what nature gave her (hey, we'd take it, too). Could Hollywood be embracing au natural? We’ll believe it when Kirstie Alley co-stars in a Charlie’s Angels sequel.

Worst Career Move of the Week: LeAnn Rimes a Stalker?

Okay, so we might have been secretly relieved to learn that LeAnn Rimes wasn’t as wholesome as we thought when it was reported she was having an affair with co-star Eddie Cibrian. (By the way, who sucks each others fingers in a restaurant?) But breaking into stalker territory is where we draw the line. According to US Weekly, Cibrian’s wife Brandi Glanville has had it with LeAnn’s constant texting and calling. “LeAnn is a stalker. She refuses to leave us alone—it is shameful and scary. People are going to say it takes two to tango and I get that, but at some point LeAnn needs to stop asking him to dance.” (Rimes responded to Glanville's accusations through her rep, saying "There are two sides to every story.") All right Rimes, we get that you married a gay man and Cibrian was your key to a sexual awakening, but tone it down a notch—there are plenty of tango partners out there—and available ones at that.

Interview with Marissa Mayer, VP of Search Products and User Experience at Google

One of my favorite interviews I’ve done. I was so impressed with Marissa—she’s so incredibly geeky smart it’s like you’re talking to someone from a different planet. And at the same time, she’s into fashion, art, even cake design. She's the one who got the ball rolling on the artistically designed Google homepages. Love her.

Published on womenworking.com Oct. 2008

A Google Mastermind
Marissa Mayer
VP Search Products and User Experience
Google, Inc.

What's it like to be one of the top women in one of the most popular companies in the world? Marissa hasn't really thought much about it. "I identify more as a 'geek,'" says this tenacious and energetic 33-year-old. "I love technology. I'm surrounded by people that are interested in and passionate about the same thing. What's it like to be a geek at Google? It's great."

Marissa, who is in charge of the applications that directly affect user experience, like the Google homepage layout, web search, image search, maps, and toolbar functions, joined the company from its inception. She was their first female engineer. "It was a bit of a risky and scary place to come at that time. It was not clear to me why the world needed another search engine. No one had heard of it, and I could already hear the family reunion jokes: 'When Marissa graduated from Stanford, she went to a company called 'Google.' The name itself is like a punch line," she laughs. "I realized it was either going to be one of the better decisions I've ever made, or one that would cause me to be mocked later on by my family."

But risks, as Marissa points out, are what help you realize your potential, and taking them has been in her nature from the start of her career. After graduating with a master's degree from Stanford, she worked at a UBS research lab in Zurich, Switzerland, where she didn't know anyone or speak the language. When the offer came to work for Google, she reflected on this experience and others that have served her well, like going to Stanford, changing her major from Biology to Symbolic Systems, and working at SRI International. "I tried to understand what all these decisions had in common. The two things I realized were: I always worked with the smartest people I could find, and I always did something I wasn't quite ready to do."

According to Marissa, the most challenging parts of her job are learning to manage a team that grows larger and larger and launching products in countries where she hasn't been, in a language she doesn't speak. "Those are things you learn as you go and they may be hard, but ultimately they make you better at your job."

When she isn't managing her team of over 250 people, Marissa teaches introductory computer programming classes at Stanford and arranges outings for employees and their family and friends.

She is also a business partner of I Dream of Cake, a cake "gallery" established by artist Shinmin Li. "I found her through Craigslist and she had made a few cakes for me. I asked if she wanted to go into business together. She's another example of how being passionate and striving to be the best has put her ahead," says Marissa. "To me, working on the cake business and Google isn't all that different from each other. They involve planning, execution, and a lot of hard work to get to a final finished product. When you are willing to put time and energy in, that's when you start to see products that are more innovative and ahead of what is offered."


More From Marissa:

On Criticism: "I see why Google has been interesting to reporters. When something is wrong with our product, they write about it. I look at the criticisms and try to see what we can do better. It's a good check and balance because users can choose to go to a different search engine tomorrow. It keeps us humble. But generally I think its best not to dwell on that. Day to day I'm focused on leading my team and how we are delivering our products to users."

On Working in Technology: "I remember being five, watching the 'Jetsons' and thinking, 'This is going to be so great. By the time I'm old--say, 30--there will be flying cars!' When I look at the many different innovative things that are happening all over the place, I'm proud to play even a small role in it."

Her Most Influential Mentor: "I took an introductory programming course at Stanford, and I entered a programming contest for extra credit. I think I won or was the runner-up, but the really interesting thing that came out of that was I got to have dinner at the professor's house. Professor Eric Roberts had us over and took the opportunity to encourage us to keep going in computer science, to become section leaders, and TA's, and lecturers, which I did. Being encouraged by someone made all the difference and ignited my passion."

Interview with Indra Nooyi, CEO of PepsiCo, Inc.

So Indra's kind of a big deal. She was one of Time's 100 Most Influential People in 2008, and I was so lucky (and thrilled) to land an interview with her.

Published on womenworking.com Nov. 2008

Feature: Be Yourself at Work

Indra Nooyi
Chairman and CEO
PepsiCo, Inc.

It's hard to believe that one of the most powerful leaders in the corporate workplace played in a rock band when she was growing up, and gave little thought to heading a company. "I never thought I'd be doing what I'm doing now. There was no connective link," says Indra. She's not shy to admit this; in fact, one of the success strategies she promotes is to not be afraid to let colleagues in on "the big picture of you."

"Bring your whole self to work," Indra says. "Don't create a persona of someone else--be authentic." This dynamic woman, who was named President and CEO of PepsiCo Inc. in 2006 and Chairman in 2007, believes opening up to colleagues creates a more supportive environment for everyone. "People at work are an extended family," she claims, recalling a time when she forgot to make cookies for her daughter's class. "I called down to the cafeteria and they ended up packaging some for me--they made them look like they had been homemade." And, this busy leader also appreciates everyone. "Each person you come in contact with, no matter what their role, has an 'Ah-Ha' moment for you--they have something to teach you." She also credits her husband of over twenty years for making her complicated life more manageable.

Indra also speaks about the major force mentors play in helping leaders succeed. She says it best when she says, "mentors select you, not the other way around. Mentors work to consciously build your image and develop you. When a CEO turns to you in a meeting and asks for your point of view, other people notice and believe your views must be important...that's part of mentoring." She also thinks women have a big responsibility to mentor and help other women.
"We need to help each other succeed," she says and then jokingly refers to a famous comment by Madeleine Albright: "There is a special place in hell for women who don't help other women."

Speaking up on women's issues and other important initiatives that impact the well-being of children can create conflict for women approaching the "C-Suite," as Indra refers to it. "You may be perceived as having too narrow a focus, but who else is going to do it if you don't?"

6 Lessons from Indra’s Business Life:

1. Be known for your in-depth knowledge of an area.
2. Take a stand with courage and confidence.
3. Communication skills are critical. You can never overinvest in them.
4. Bring your head, hands, and heart to work.
5. Surround yourself with good people. Your mentor is a major force.
6. Your moral compass must point to true north.

Interview with Majora Carter, Founder of Sustainable South Bronx

Love this woman. She's since gone on to start her own green-economic consulting firm.

Published on womenworking.com April 2009

Green Awareness

Majora Carter
Founder
Sustainable South Bronx

Majora initiated the development of the first waterfront park South Bronx, NY has seen in over 60 years. She lives in a house with a green roof and speaks internationally on "green" awareness. But, she does not refer to herself as an "environmentalist"--at least, not in the traditional sense. "Environmentalists have been associated with elitism and failure since the 80s," she says. "The impression they give is that the average American lifestyle is wrong--'You are to blame, now change everything.' You will never bring anyone along with that approach."

Majora isn't your typical environmental leader for at least two other reasons: she is an African American woman who grew up in the ghetto (the youngest of ten siblings), and she publicly challenged green campaigner Al Gore in front of nearly 1,000 people. During a speech where Gore was present, she informed the audience that when she'd asked him if he planned to include grass-roots groups like hers in his global marketing strategy, she was merely told to submit a grant proposal. "I don't think he understood that I wasn't asking him for money. I was making him an offer," she explained to the crowd. Following the speech, the former VP invited her to join the board of the Alliance for Climate Protection.

It was not until Majora returned home during graduate school at New York University that she became a vocal activist. She was working on community art projects when she heard of the mayor's plan to dump more of the city's municipal waste in her neighborhood. The South Bronx--a predominantly Latino and African American neighborhood--already handled 40% of the city's commercial waste. Applying the notion that "self-image is influenced by surroundings," and being aware of the fact that low-income minority neighborhoods are more likely to be polluted than wealthier white communities, Majora set out for "environmental justice."

After staging a series of protests, Majora founded her non-profit group Sustainable South Bronx (SSBx) in 2001. "I realized, if I didn't do this work, who would?" Her first major project, developing waterfront park space, was inspired by her adopted puppy. For as long as she had lived there, the water view had been obstructed by sewage plants, electrical power plants, and waste. But, while jogging one morning, the dog swerved into a lot that at first appeared to be just another illegal dump. "Lo and behold, at the end of that lot was the river. Then, I knew that this little street end, abandoned like the dog that had brought me there, was worth saving."

The project grew into the revitalization of Hunts Point where 11 miles of bike and pedestrian paths connect neighborhoods, clean the air and storm water run off, and provide a safe place to exercise. These initiatives have been augmented by Majora's creation of the Bronx Environmental Stewardship Training (BEST) program--one of the country's first urban "green-collar" job training and placement systems. All of the graduates were formerly on public assistance and many of them had been incarcerated. Now 85% of them hold environment-related jobs and 10% attend college.

For her unique leadership approach, Majora has been recognized in Newsweek's "25 to Watch" list and Essence Magazine's "25 most influential African Americans," and she received the MacArthur Foundation's "Genius" award. She says, "My proudest accomplishment thus far has been building SSBx to the point where the staff and board will continue to do amazing things without me. Now I can do something similar in the for-profit world--consulting business and communities on how they can unlock their green-collar economic potential. As we nurture and protect our natural resources, they will nurture us."

More From Majora

On Motivating Change:
"Talk to people with respect and meet them where they are in their lives. Show them the positive potential of their actions, and let them know you have faith in them to surpass everyone's expectations--even your own."

On 'Environmental Racism':
"While there are elements of 'racism' all over the place, I don't think it is a useful term insofar as arriving at solutions. Most folks don't believe they are racist, so they don't listen as they might, if instead, we ask them to aspire to 'environmental justice.' Everyone should have equal access to clean air, water, and food. Who can disagree with that?"

On Her Greatest Asset:
"I don't cheat, and I don't quit. I wouldn't say I learned those traits, but I have learned to live with them and accept that I have no 'poker face.' I accept my strengths instead of denying them. Doing that will always make a positive difference in your life and in those around you."

Interview with Glen Ellen Brown, VP of Brand Development at Hearst Company

Here's a story I did on Glen Ellen Brown, VP of Brand Development at Hearst Company. Very impressive energy-- she calls herself a 'passionista.'

Published on womenworking.com June, 2009

Strategy for Success: Unleash Creativity

Glen Ellen Brown
VP Brand Development
Hearst Company

“I guess you could say that I'm a left and right-brained person," says Glen Ellen. Though she was educated in fine arts, she knew early on to combine her creative abilities with business savvy. She enrolled in Chase's financial training program. "I made a pretty dramatic 360-degree turn, but I knew that I'd be more effective with a tangible understanding of how business works."

From that point on, Glen Ellen made it a point to align herself with "forward-thinking companies," such as Grey Advertising, The Walt Disney Company, IMIX.com, and ultimately Hearst. "I wanted to be taught by the masters in companies that have a mind to innovation and exploration. Those things fit for me."

Glen Ellen is responsible for bringing Hearst Magazine titles (currently 19 are published domestically) to life by developing products or experiences that increase a consumer's engagement with those brands. In a recent project, she helped to produce a furniture collection and line of sweet and savory specialty foods as an extension of Country Living magazine's "come home to comfort" brand positioning.

Glen Ellen's Tips for Unleashing Creativity

Be active.
"I like to participate. You've got to love a challenge. I'm pretty interested in sports and I try them all on--from skiing, to tennis, to fly-fishing, to kayaking. I think exercise does a lot to enable mental agility."

Take grounded risks.
"Follow your instincts. When your inner voice is fairly grounded, you know you can apply smart thinking and reasoning to an opportunity. If you feel it's an idea that should be pursued, explore it, but don't do it on a whim."

Make your environment work for you.
"You have to know a fair amount about yourself and then define your path. Think seriously about what motivates you, what is your personal style, and where you do your best work. Find the best connections for how you can contribute and succeed."

Get out there and explore.
"I spend a fair amount of time just looking at things, seeking diverse exposure and capturing the experience mentally; whether it's being with a particular demographic or being in a different store. I think there's a lot to be said for travel--it frees you from focusing on all the stuff that happens at your desk. It forces you to deal with lots of different stimuli."

Be open-minded.
"If you're so regimented in the outcome, you're never going to see the possibilities. Look for people that think differently, and ask for their opinions. It takes an ability to suspend judgment before you evaluate things. That's how you stay creative."

Don’t be immobilized.
"When someone disagrees with your idea, don't be disabled. Get a real understanding of what you didn't accomplish and why they didn't agree. Then go back at it with a better plan. Use it as a way to change your direction and an opportunity to think differently. Sometimes you need to think about life like sports. You're going to get another 'at bat.' There's a fabulous continuum that allows you to try it again. Learn from errors, and keep moving forward."


SPOTLIGHT ON GLEN ELLEN:

FIRST JOB: "An assistant art director at Skiing magazine."

A SMART RISK: "A lot of people might not think my dot-com move was a smart risk. It may not have had the upside like it did for the people that went to eBay, but every component was worthwhile. It was such an important new way of life and of doing business. I needed to be fully immersed in something as entrepreneurial as that was."

ON "WORKAHOLISM": "I'm not a workaholic, but I'm a 'passionista.' I love what I do and it engages me fully. It's fluid and creative and has a positive impact."

FAVORITE TV SHOW: "CSI."

A GET-AHEAD SECRET: "Don't wait for your annual review to ask how you're doing. Sit down with your boss and acknowledge that you've met the goals that were set for you and you'd like to establish new goals. Keep the dialogue fresh and current and quantify those metrics."