March 24, 2026

Beauty

Exclusive: Tarte founder Maureen Kelly enters nootropics with Finnsul, co-founded with her Gen-Z sons

Maureen Kelly famously launched Tarte from her one-bedroom apartment in 1999. Twenty-six years later, she's debuting a second brand, Finnsul, with her two sons, Finn and Sully McDonough. The founders have bootstrapped the brand from Kelly's renovated garage. Finn is 18 and will be heading to college soon; Sully is 19 and a freshman at the University of Miami.

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