Late last week, Tarte Cosmetics posted a job on LinkedIn for a director of diversity, equity & inclusion position. Kelly said the company is establishing a creator advisory group to provide the brand with feedback and will update its guidelines to ensure that creators are treated equally regardless of background.

“The goal of these initiatives is not to make a problem go away, but rather to start conversations that can lead to a better solution,” she told NBC News. “I want to express my gratitude to those who shared their feedback and comments online. I want to assure you that I took it to heart. Your input has helped me grasp the more significant problem, and work with my team to make sure we rectify the situation immediately to start the process of regaining your confidence in Tarte.”

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