Brand Under Fire : Tarte Cosmetics

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Brand Under Fire : Tarte Cosmetics

Tarte cosmetics have almost a cult like following when it comes to their products; Shape Tape concealer being their most famous, most used and most raved about product. For many, this concealer has become their Holy Grail.

So naturally when Tarte announced that they’ll be launching their very own Shape Tape Foundation, it sent the beauty world in a frenzy.

Tarte released their foundation on Martin Luther King Jr. Day, lo & behold, the disappointment of the fans was greater than their expectations.

The foundation was released in two formulae (hydrating and matte) with a shade range of 15 shades each.


For some reason you don’t get the reason of dissapointment and outrage, let me tell you; Twelve out of the Fifteen shades cater to only lighter skin tones, the remaining Three to only slightly darker tones.


When new age brands like Fenty and Huda Beauty have come out with an all inclusive shade range for their foundation, it’s embarrassing to see that Tarte which has been around for almost 18 years has come up with such a limited, non inclusive shade range catering majorly to only the lighter skin tone.

Many influencers have taken to YouTube to voice their frustrations against such blatant disregard for deeper skin toned people.

Influencer Alissa Ashley, who has a million subscribers tells Tarte in her review video

 “ The fact that there is such limited shade range for people of colours, people with melanin, is just disappointing and honestly I'm shocked that’s Tarte would do this given the fact that they knew people were so excited for this.”


 NikkieTutorials was also criticised for failing to address the glaring problem in her video review of the product.


Tarte is eventually going to add 10 more shades to it’s existing range but the question arises, why wait to cater to the deeper and richer skin tones? Why not launch an all inclusive range?

Tarte has since then apologized and acknowledged their mistake. The following was shared by them on their Instagram stories:

"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."

It’s 2018! Beauty brands better stop obsessing over lighter skin tones and acknowledge that every shade is beautiful. Here’s to hoping brands up their game!

Until next time,



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