By now, if you are even a little bit into makeup, you have probably heard that Tarte Cosmetics has just introduced a new foundation to the already saturated market. This incredibly well known makeup brand holds the spot for the number one selling concealer, Tarte Shape Tape, so the beauty world was especially excited for this launch. Basically, in the beauty world, they’re a big deal. What makes this launch different you might ask? Well, the brand has only introduced 15 shades, 11 of which are along the white to beige spectrum. In a world where brands like Fenty Beauty offer 40 shades, this is a big and grim issue for Tarte.
Over the past couple of years makeup brands have been realizing that a good portion of women (and men) use makeup. People with skin tones ranging from paper white to very dark skinned are among those who use foundation and having a foundation to match any skin tone is a necessity. Brands realize the importance of inclusion and wanting anyone to be able to use their product. Unfortunately, Tarte’s release of Shape Tape Foundation is very exclusive to many women of color, which is a huge step backwards for them. Important beauty gurus are not letting them off the hook either. Many influencers are using their platforms, like YouTube, to test the product, give their honest opinion of the foundation and their feelings towards the brand for lack of color options. As you could imagine, these beauty gurus are incredibly disappointed at this huge mistake that the brand has made. This situation does not bode well for the cosmetic brand.
Now comes the important question. Did Tarte do this on purpose? Was this some marketing stunt to get the beauty community talking about the product? If that was the case, they succeeded. Some of the most well-known beauty influencers with millions of followers on YouTube posted videos discussing the product. People were furious that in 2018 a brand as big as Tarte could let so many people down. The brand is said to be releasing more shades soon and all I can say is that I hope they release plenty of new shades to avoid tarnishing their name any further.