Tarte Celebrates It’s 2nd Annual Shape Your Future Small Business Awards


Tarte Cosmetics

With Black BusinessMonth beginning in August, Tarte is showing their support to Black business owners by putting their money where their mouth is. The beauty brand is opening applications for its second-annual Shape Your Future Small Business Awards, a unique nod to its best-selling product, the shape tape concealer

Black-owned businesses amount to one percent of venture-backed capital, while a mere 0.3 percent of total capital is allocated to women-led startups. Through Shape Your Future, Tarte is committed to highlighting and empowering its main consumer base––women. The funding will go towards small Black women founders, owners, and entrepreneurs. 

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“I’m grateful to everyone who helped me along the way, and that’s why lifting up other entrepreneurs is so important to me,” said Maureen Kelly, Founder and CEO of Tarte Cosmetics. “Supporting Black small business owners is one way to help shape a more inclusive, equitable and thriving business landscape.”

Winners of the business awards will be divided into two tiers, with six awards of $25,00 and 15 awards of $10,000 each. Alongside the monetary prize, each recipient will be apart of Tarte’s exclusive mentorship, which includes first-hand access to its departments, from finance to supply chain to social media. They’ll also have the opportunity to be the first to participate in newly Tarte Labs program in New York City. The incubation center will offer marketing support, a dedicated studio space for content creation, guidance on contracts and legal documents, and other essential tools to foster brand growth for creators, artists, and entrepreneurs.

Shop “Best In Black Beauty 2023

Applications for The Shape Your Future Small Business Awards opened Tuesday, August 1st. For more details, be sure to follow Tarte on all social channels. 


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