Following the success of their Shape Tape concealer, Tarte cosmetics released the Shape Tape foundation in both a matte and hydrating formula. On January 1st, Tarte teased the foundation with a short video clip on their Instagram showing a larger version of their iconic Shape Tape concealer applicator with the caption “Are you ready to shape what your momma gave ya in 2018? Coming soon to tarte.com and UltaBeauty.” The clip has 613,750 views and 2,367 comments from fans awaiting the new launch.
However, once the foundation was released around mid-January (for the first time), fans immediately took to the internet to bash Tarte on a major flaw in the foundation: the shade range. The foundation included 15 shades, however 12 of those shades were lighter-medium tones with only 3 shades targeted towards those with a deeper skin tone.
The beauty community spoke out against the poor shade range, with popular beauty gurus like NikkieTutorials, Jeffree Star, MannyMUA, Alissa Ashley, and Jackie Aina, criticizing Tarte about not being an inclusive brand in 2018. Some gurus did post review videos to YouTube but also mentioned the uninclusiveness of the foundation.
Tarte responded to the backlash via Instagram’s stories feature (which only lasts for 24 hours) saying “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 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.” (via StyleCaster )
Tarte removed the foundation from their and Ulta’s websites and any posts regarding the foundation from their Instagram. Tarte has relaunched both formulas as of February 7th 2018 and there is currently 18 shades available.