Tarte Shape Tape Foundation Controversy

Tarte Shape Tape Concealer took over the world last year. It was released in 2016, but gained a lot of notoriety in 2017. Every beauty guru under the sun was raving about the coverage, long wear time and overall crease-free look; You probably even saw it in a ton of your favorite Youtuber’s 2017 favorites.

Tarte was so successful with this product launch that they ended up developing a Shape Tape Foundation. People were freaking the hell out when they heard about this release since they were avid users of the concealer.  The foundation comes in two different finishes- Matte & Hydrating, which is great to fit different skin needs. The problem here is the SHADE RANGE………

Photo screenshot of makeuphuntersnews (IG page)

This photo was posted on makeuphuntersnews (IG) with the first look at the concealer swatches.¹ As soon as this hit the internet, things got crazy! There has been so much backlash (and rightfully so) because of the shade range.

We can see in this photo that out of the 15 shades, only 2 are for darker skin.

Here are some screenshots of Tarte’s website with their digital swatches as well.

Screen Shot 2018-01-19 at 3.57.56 PMScreen Shot 2018-01-19 at 3.57.47 PM

Photo screenshot of tartecosmetics.com

The big issue here is how can a company with such a large following, release such a narrow shade range?! By doing this they are excluding a huge percentage of the population who do not have fair skin. It’s so disappointing for someone who was so excited for this launch- who happens to have darker skin- wouldn’t be able to purchase this product.

Since the launch of Rihanna’s company Fenty Beauty, which has a ridiculous shade range, people just aren’t going to stand for big companies excluding anyone. This isn’t a Indie company who might not have the budget to release a ton of shades— this is Tarte, a HUGE company that brings in boat loads of money every day.

Since the backlash started, Tarte has released a statement, pretty much apologizing for the controversy and saying that they are releasing more shades. Their claim is that they were so happy to release the swatches that they only pictured the formulas that were completed and there were darker shades that were still being manufactured-therefore they did not make that photo. Whether this is true or not, people are upset. Being that the fair share were released first, many are saying Tarte’s darker shades were an after thought.

If you want some more info on this, I would recommend checking out Youtube channels for a full reviews and overall thoughts on this product launch. Jeffree Star, Manny MUA and James Charles have all posted videos in regards to this. And then we also have other Youtubes who are boycotting the product all together, such as Lauralee who stated on Twitter that she will not be reviewing the product.

If you are interested in trying this product line out, (hopefully new shades will be released soon) it is sold exclusively at Ulta and tartecosmetics.com

What are your thoughts on this? I would love to know if anyone has tried this out yet.. or if you are even planning to at this point.

¹This was not the first look post ever put online— I had trouble finding it on the pages of the influencers I know posted it, because so many people deleted their posts to not be associated with this product. When I wrote this post, makeuphuntersnews (IG) still had the post up.

Thanks so much for reading. Don’t forget to follow me on IG:bewitchingmakeup / Twitter:makeupbewitched / Blog: bewitching makeup.wordpress.com


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