Tarte Cosmetics' Latest Foundation Range Is Actually Laughable
15 January 2018, 13:18 | Updated: 15 November 2018, 14:56
"Tarte really confidently launched 15 shades of FOUNDATION in 2018."
Tarte Cosmetics' Shape Tape foundation is causing a stir online after beauty fans began expressing disappointment over its lack of shade diversity.
The foundation is a folllow-up to the hugely popular Shape Tape Concealer range which consistently receives positive customer reviews for its full-coverage matte finish.
Despite being well reviewed by Popsugar, not everyone was impressed with what they saw of the new foundations.
The tarte shape tape foundation shade range is LAUGHABLE pic.twitter.com/l2LSUFdoSG— MAKEUP✨ (@glowkit) January 13, 2018
Beauty fans are reacting to an image of the Shape Tape foundation swatched on a forearm which shows a less than varied selection of colours.
Can we talk about how there isnt even a foundation match for the arm— lottie♡ (@charlocat7026) January 14, 2018
Someone pointed out that even the person who swatched the foundation looks like they'd have some trouble finding a suitable match for themselves.
I'm so pissed at tarte and this shape tape foundation shade range it's not even funny— aliece ♎ (@aliecebrown_) January 14, 2018
I was so excited when I heard tarte were releasing shape tape foundation then I saw the shade range, GURLLL, NO pic.twitter.com/AtiDTLDGjz— MAKEUP ✨ (@BeautyPostss) January 13, 2018
Tarte really confidently launched 15 shades of FOUNDATION in 2018.🤦🏾♀️— Ijé (@Beauty_Frenzy) January 12, 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
Tarte Shape Tape Foundation got me like....... pic.twitter.com/9oTx0DQI6S— Jessica Gonzalez (@Jessglz_) January 13, 2018
Some also noted that Tarte is not known for its wide range of options for people of colour.
I can’t even say that I’m disappointed because I didn’t expect anything more. https://t.co/NJ8hf2f2h8— Ivycado 🥑✨ (@IvyKungu) January 13, 2018
Tarte has some amazing products but they consistently fail dark skinned consumers in the foundation department.— Ivycado 🥑✨ (@IvyKungu) January 13, 2018
The internet is divided, however, with some coming to the defense of Tarte cosmetics. "So now influencers are 'outraged' by the Tarte Foundation shade range? This has ALWAYS BEEN Tarte’s shade selection," wrote one Twitter user.
Limited foundation ranges need to be cancelled in 2018. Inclusivity isn't just a "gimmick" to garner good press coverage during release week. It is something every cosmetics brand needs to be fully invested in. Women (and men!) come in different colours, hues, undertones, and shades.