Shape tape concealer was one of the the best products of 2017; there weren’t any negative reviews on the concealer. The concealer was lightweight, full coverage, long lasting, and was cruelty free. It retails for $27 and contains 10 ml of product, so the concealer was definitely a hit.
It was such a hit, that Tarte decided to come out with a shape tape foundation. That’s not all, Tarte decided to come out with two formulas for the foundations, matte and hydrating. The matte foundation provided an oil-free, full-coverage pick. The hydrating foundation was for people who enjoyed a dewy look.
This information was provided in the teaser they had out, which excited everyone until it finally came out. Many believed that the foundation would be a success, and would probably be sold out fast, since the concealer was sold out in 20 minutes when it first came out. But many were disappointed by the product when it came out.
The review on the foundation tape was so bad that people figured out that the dewy foundation Tarte launched was a foundation they came out with a couple of years ago, and just repackaged it.
A lot of light skin beauty influencers were also furious with Tarte, and they are boycotting the company until they come out with foundation for women of color. Women of color, who found shades that matched them, said the foundation was either too orange or looked ashy on them.
Another con is that the matte foundation dries too quickly so it’s hard to blend it.
The only thing people seemed to like about the foundation tape is that it is lightweight, full coverage, and it can be worn for 12 hours. Tarte has seen a lot of the backlash the foundation has received, and are working on making more shades for women of color. They have also apologized for only coming out with three shades for them. In the future, they hope that they can fulfill the expectations of every shade in the color wheel, and that they will think twice before putting anything out.