When it was founded in 2000, Tarte Cosmetics quickly established a new paradigm for beauty companies with a product line that only used natural ingredients. Beauty shoppers embraced Tarte’s eco-friendly and cruelty-free approach, and quickly became loyal to the brand. Today, the company ships its cosmetics and skincare goods to more than 190 countries. With the tarte.com assortment nearing thousands of SKUs, Tarte uses what’s known as a “guided selling” process to make it easier on its shoppers. Tarte knew that an excellent Customer-Generated Content (CGC) strategy, like Ratings & Reviews, would be an anchor of its guided selling strategy.