https://www.instagram.com/p/Bd_Rs6GAAS_/?taken-by=tartecosmetics
https://www.instagram.com/p/Bd48f1RgLkV/?taken-by=tartecosmetics
https://www.instagram.com/p/Bd-GGscAsPN/?taken-by=tartecosmetics
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https://www.instagram.com/p/Bd8ztVwAFN_/?taken-by=tartecosmetics
https://www.instagram.com/p/Bd7hXn1Al71/?taken-by=tartecosmetics
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If you even slightly like makeup then you know that Tarte’s Shape Tape concealer is a cult product. When rumors were swirling that the Shape Tape family would be growing with the addition of a foundation fans were more than excited.
But now the foundation range has been revealed and fans’ excitement has turned sour with the lack of range. There are 15 shades and only two are for dark skin tones.
I’d like to introduce some names of the new tarte foundation shades:
White
Pale
Bleached eggshell
Intense white
Cracker
Snow
Extra porcelain
The opposite of black
Uncomfortably light pic.twitter.com/rhBje198wX— alexis (@Alexislundqvist) January 13, 2018
woke up to find out tarte have a shape tape foundation coming soon. I love the concealer and wanted to see more details.. to only find these images. @tartecosmetics I love your brand but this is unacceptable. please take your customers of colour more seriously. do better. 💛 pic.twitter.com/m4N8sAaEtC
— quisha (@quisharose) January 13, 2018
The tarte shape tape foundation shade range is LAUGHABLE pic.twitter.com/l2LSUFdoSG
— MAKEUP (@glowkit) January 13, 2018
Tarte after adding one male model and 3 dark shades pic.twitter.com/cNIotzOhXO
— MAKEUP (@glowkit) January 13, 2018
This isn’t the first time Tarte has been accused of isolating women of color. In September 2017 they posted a racist meme on their Instagram using the phrase, “ching chong.”
Tarte told Popsugar that 10 more shades are on their way to help add more depth to the current 15 shades. Tarte explained how it’s typical to debut a smaller range and then add shades seasonally. Debuting a small range is fine, but to have 13 light shades and two dark shades is unacceptable. They could have dropped a small 15-shade range that is more rounded out.
How are Tarte going to launch one of the most anticipated foundations of last year with a shade range that shocking 😳 only TWO shades on the darker end and maybe 1 that you could call ‘honey’ at a push.
— Talia Mar (@TaliaMar) January 13, 2018
https://twitter.com/BeautyPostss/status/952225491326521347
https://twitter.com/sydneyywells/status/952382544628142081
Posting one of two dark shades doesn’t negate the fact that you all purposely chose to exclude WOC. To have the nerve to release it on MLK day. Y’all are absolutely egregious.
— not your mother (@smkButterscotch) January 15, 2018
https://twitter.com/Laura88Lee/status/952232115684376581
Tarte has since turned off their Instagram comments on their post about the Shape Tape Foundation. The comments were filled with Tarte not catering to their African-American customers and the lack of range.
https://www.instagram.com/p/Bd_Rs6GAAS_/?taken-by=tartecosmetics
There has been a recent change in the makeup world ever since Rihanna’s Fenty Beauty dropped one of the most inclusive shade range for foundations ever. With 40 different shades, it changed the beauty world. When Kylie Cosmetics dropped their first concealers they have 30 shades.
Being inclusive isn’t just a trend it’s the future of makeup and it’s about time companies are held accountable to include women of color.
