It’s about to get even easier to get your hands on Tarte’s iconic concealer. Today, the brand brings Shape Tape to Sephora for the first time.
The original Shape Tape Concealer ($32) is available online now at Sephora.com and arrives in stores next Monday, February 23. It’s joined by two line extensions: Shape Tape Creamy Concealer ($32), an even creamier, more hydrating version of the original, and Shape Tape Blur ($32), a blurring concealer stick. Each formula lands in 48 shades.
From the number-one concealer brand in the U.S., according to Circana, this full-coverage favorite delivers a natural matte finish with long wear. The crease-resistant, waterproof formula is especially well-suited for oily skin, while smoothing ingredients like mango and shea butters help create a blurred effect. Licorice extract adds a brightening boost, too.
The formula is so well-known it’s often referred to simply as “Shape Tape”—and everyone knows exactly what that means. The franchise has surpassed $1 billion in sales, earned more than 87,000 five-star reviews and counts celebrity fans like Alix Earle and Ariana Grande. Globally, one tube sells every four seconds.
Launched in 2016, the concealer quickly went viral and has remained a mainstay ever since. Its staying power feels especially fitting amid the resurgence of 2016-era glam, as beauty lovers revisit the bold, sculpted looks that first put it on the map.
To celebrate the Sephora launch, Tarte is hosting a slate of events in true Tarte fashion. A nationwide mobile tour will feature more than 50 pop-ups from February 23 to 28, complete with branded merch and surprise activations. Former Love Island star and creator Liv Walker will lead a special event in Los Angeles to celebrate the launch
Plus, one Sephora shopper will win the chance to join the brand on a future #trippinwithtarte getaway.
