Tarte Just Launched a Foundation And People Are Not Happy


When Tarte Cosmetics decided to create a full-coverage foundation based on its insanely popular and much-beloved concealer, they was sure to keep skin types in mind and released a hydrating and a matte version. But the brand only released 15 shades of its new foundations, and the feedback from many loyal customers was that the brand missed the mark when considering the diversity of its customers.  

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Many online commentators compared the Shape Tape Foundation launch to Fenty Beauty’s Pro Filt'r Soft Matte Longwear Foundation launch that included 40 shades. Many costumers were disappointed in the brand for only offering five shades for women of color, and only three of those shades are for darker skin tones. As more high-profile brands create more inclusive shade ranges or expand their current color options, beauty buyers are more aware of instances like this when they do not feel represented by a brand they are loyal to.



The backlash was so loud that the brand took to its Instagram stories to issue an explanation and apology. In the statement accompanied by a collection of tweets from unhappy social media influencers and customers, they explain how they missed the mark: “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 full 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 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.”

The brand says it is taking this experience as a lesson and promises to release more new shades as quickly as possible. “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 as fast as we can, at any cost. We CAN and WILL DO BETTER.”