Considering the popularity of the infamous TARTE brand and especially the love for the Double Duty Beauty Shape Tape Contour Concealer, Tarte had to face the flak on releasing only 15 shades which catered to the light side of the spectrum and they released only 3 shades that are suited for women of color 🙁 Considering that, this is a highly anticipated foundation and for them to come out with only 15 shades, was very disheartening and infuriating to many.
(image tarte website)
This foundation is one that people would have bought without a second thought, so why Tarte?? Why would you not want good business and release a wide shade range for ALL skin tones? Brands like Fenty Beauty, Colourpop, Huda Beauty or even many drugstore brands come out with foundations with plenty to choose from shade ranges. Anywho..NOW, they have delayed the ULTA launch and are coming out with more shades as an after thought so is that good or bad? “Tarte YOU BETTER SHAPE UP”!!
Image Credit: PopSugar
Details about the Foundations
According to the brand it is – A hypoallergenic, luminous-finish gel foundation featuring the same iconic, buildable full coverage as shape tape concealer with an added boost of skin-smoothing, oil-free hydration.
The foundation provides the same rich, creamy full coverage as shape tape concealer in a skin-smoothing, weightless gel. The collagen & hyaluronic acid-packed formula continuously hydrates while helping to plump skin & refine pores, without creasing, caking or fading for 12 hours.
It is a vegan & oil-free full coverage foundation with a creamy texture & modern matte finish to complement our cult-favorite concealer.
According to the tarte website the matte foundation – provides the same full coverage as its concealing predecessor – it smooths over pores & imperfections with rich, airbrushed full coverage that dries to a flawless matte finish using a unique, concealer-inspired wand. The formula absorbs oil & shine while leaving skin creaseless, hydrated, free of flakiness or cakiness & helping to improve skin health with every application.
(image courtesy tarte website)
P:S – Tarte issued a lame apology via Instagram stories, and the apology is as follows-
We want to let you know, we hear you… You all know by now that we revealed our much anticipated shape tape foundation… & the final shade range that we launched was definitely not a full representation of all of you[.] It may be too little too late, but we can assure you this was not meant in any kind of malicious way. We all just got so caught up in #shapetapenation and seeing your tweets asking for it… We wanted to get the product out as fast as possible, & we made the decision to move forward before all the shades were ready to go. We know there is no excuse, & we take full responsibility for launching this way. We lost sight of what’s really important in this industry, & for those who feel alienated in our community, we want to personally apologize. We’re doing everything in our power to bring those unfinished shades to market as fast as we can, at any cost. We CAN and WILL DO BETTER.
(image courtesy tarte website)
Let’s hope after all the ho hum Tarte Double Duty Beauty Shape Tape Hydrating Foundation diversifies its shade range. The brand did delay their poorly done launch on retailers like Ulta Beauty, to buy time to come out with more shades, on the brighter side lets hope we get to see a foundation that fits all skin tones. Tarte cannot go back in time and undo the fiasco, so we’ll just have wait and watch what exactly they release in terms of more shades and if next time they launch a new foundation / concealer, they actually do better than they did on this one.
It is going to be available soon at Ulta Beauty here