The Tarte situation

I’m a little late to this party, but I wanted to weigh in on the recent Tarte controversy.

I use the term controversy lightly since it’s makeup and really, how seriously should we take it?

If you haven’t heard about this yet, Tarte released the Shape Tape Foundation to go with the Shape Tape Concealer, and the shade range is garbage. There are matte and hydrating versions, and they each have 15 shades.

tarte hydratingtarte matte

People are super pissed about this because the actual colors go from fair to medium, with a couple of darker shades thrown in, seemingly to appease those of us who expect people of color to be able to purchase a Tarte foundation. Even I would struggle to find a shade that worked for me, and I don’t have a particularly unusual skin tone. I’m light medium with neutral undertones, but I wouldn’t be able to purchase one of these and just use it out of the bottle. That’s kind of what I expect from a foundation, and I don’t think it’s unreasonable to not have to mix my foundations to get the right color. Expecially when I’m spending $39 on said foundation.

I’m not thrilled about this; I expect a high end brand like Tarte to have a decent shade range when a product is launched. We’re not talking about a Rimmel or Catrice foundation here (not to knock those brands because you know I love them, but their foundation shade ranges have historically been terrible). Tarte hasn’t ever had a great shade range with their complexion products; I mean, look at the Shape Tape Concealer. There are only 14 shades. There’s also now some mumblings about Tarte repackaging the Double Duty Beauty gel foundation and calling it something new. I’m not even going to get into that; I don’t think that having the same ingredients in a foundation necessarily means it’s the same product. Like, how many different ingredients could there be? But some people are convinced it’s a thing.

So people are FREAKING OUT. I think the rage and vitriol that’s been directed at Tarte over the past couple weeks is a little insane. I mean, come on guys. It’s makeup. Is it really worth getting this angry over? I understand that this might be coming from a place of privelage since I don’t often have trouble finding a foundation shade, but it’s just not that serious to me. Also, Tarte isn’t alone in having a crap shade range. A bunch of brands have released foundations lately and they’ve all had less than 20 shades. I’m thinking of Rimmel, Maybelline, Too Faced, Armani, Estee Lauder, Guerlain… they’re all guilty of this same crime, but only Tarte is getting this level of rage. Why? I feel like Tarte is a generally good company, and I love a ton of their products.

I wasn’t interested in this foundation before, and my feelings haven’t changed. I think we as a community need to relax. Sure it sucks, but it doesn’t call for a boycott or anything.

6 thoughts on “The Tarte situation

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  1. For me, it’s a two-fold situation. Firstly, the obvious shade range issue is just infuriating for me because, while their shade range has ALWAYS been trash (which is why I own zero complexion products from them except for a bronzer that I’m too lazy to toss), but with the eagerness of the public for this product, I thought they’d change their tune. Secondly, the way they handled the situation pissed me off too. While I get that they aren’t the only brand with shit shade ranges, This was such an anticipated launch that it added fuel to an already burning fire. Ever since Fenty Beauty launched with 40 shades, that debunked a lot of the whole ‘it’s hard to come out with a wide range on an initial launch’ stuff. I know tons of people that address shade range frequently, myself included. Sorry for the long comment lol.

    Liked by 1 person

    1. I totally get why people would be put off by it, but the level anger surprised me. I guess I didn’t think it was that highly anticipated, but I’m also in the minority when it comes to the concealer. I just don’t like it so I didn’t really care about the foundation.

      Liked by 1 person

      1. I hate the concealer too, but wanted to test the foundation for the blog, especially since they have a Hydrating version. Inclusion isn’t a new problem at all. People are just more vocal since Fenty Beauty. I do feel that there are some Influencers just riding the wave for views, but most of the people I’ve spoken to and watched think it’s bullshit too.

        Liked by 1 person

      2. The inclusion part bothers me on a fundamental level. I was looking at some of the other recent high end foundation launches and some of them have less than 10 shades. Why? It makes zero sense. It’s possible that my perspective is skewed after watching some of the bigger “influencers” and their over the top reactions to it.


      3. Exactly where my frustration lies. It’s fundamentally just wrong to not be inclusive, especially when my dollar is just as green as that of my most fair friends. It’s just disheartening. Some of the larger Influencers definitely did way too much so it appeared insincere. I brought that up in a recent post as well. The whole thing is just a frustrating mess.

        Liked by 1 person

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