Tarte Shape Tape Foundation

In 2016, the Tarte Shape Tape concealer took the makeup world by storm. Beauty gurus and makeup lovers alike adored the product. In fact, Tarte couldn't restock the concealer fast enough!

The beauty community had nothing but nice things to say about Tarte's newest concealer. Its full coverage formula, smooth application, and long wearability quickly made this product a bestseller.

Tarte is no newcomer to the makeup game, especially when it comes to face products. Over the years, the brand has released dozens of incredible makeup items, including numerous award winners such as their Amazonian Clay Blush, an Allure 2011 Best of Beauty winner.

Even over a year after Shape Tape emerged into the spotlight, the love for the concealer had not let up. Seeing influencers on your Instagram explore page applying shape tape was a daily occurrence and it was sure to be in your favorite beauty vlogger's monthly favorites video.

So this year, when Tarte began teasing a new Shape Tape Foundation, the beauty community lost its mind. Things were going well for Tarte, and the world was ready for this new launch. 

However, once PopSugar released swatches of the new addition, things went south for Tarte. 

People were appalled by this new release, and for good reason. Tarte, a major makeup brand sold in huge stores such as Sephora and Ulta, failed their customers by offering only 15 foundation shades: 2 deep shades 2 medium shades, and 11 strikingly similar lighter ones. 

This is not the first time Tarte has seemingly glossed over their customers with darker skin tones. Overall, their face products lack shade range and their customers are overwhelmed by Tarte's sheer ignorance to people of darker skin tones. 

Tarte Shape Tape Foundation was arguably the most hyped up makeup release so far this year, yet they once again failed POC by reducing dozens of different shades of skin and undertones to a mere 4 foundation shades. 

Now, all we ask is for Tarte Cosmetics to DO BETTER.