Tarte Cosmetics founder Maureen Kelly enters wellness with ‘sippable self-care’ brand

By Lynsey Barber | Published: 24-Mar-2026
Finished Product Wellness

The beauty entrepreneur, famed for creating Tarte’s best-selling Shape Tape concealer, has launched a new wellness venture Finnsul with her sons which aims to quiet the ‘twenty tabs open in your brain at once’

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Maureen Kelly, the founder and CEO of make-up brand Tarte Cosmetics, has launched a new wellness brand with her two sons designed to help people with busy lives improve their focus.

“Sippable self-care” brand Finnsul aims to “redefine high-performance focus” with a zero-sugar hydration formula containing more that ten vitamins and minerals.

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Created with her sons Finn and Sully, Kelly was inspired to create Finnsul by the pressures of navigating modern life, such as late nights, early flights, college schedules and back-to-back meetings, which can make being able to focus a challenge.

“I have always believed that wellness and beauty are much more connected than people realise,” Kelly told Cosmetics Business.

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