Fans of Tarte Cosmetics’ Shape Tape Contour Concealer—which, let’s be honest, is pretty much every cosmetics enthusiast—were elated when the brand teased the launch of Shape Tape Foundation in early January 2018. However, when the product was released a few weeks later, fans experienced major disappointment.
The backlash against Tarte Shape Tape Foundation was swift, harsh, and well-deserved. Bloggers and customers were outraged at the foundation's limited shade range, which included 15 total shades, with a mere three allocated towards women of color. From the tease, to the launch, to the near-downfall of Tarte Cosmetics, the Shape Tape Foundation controversy probably won't be over anytime soon.
Tarte's Shape Tape Foundation Was The Most Anticipated Product Launch of 2018
Promotional Images Contained The First Signs That Something Was Wrong
The Launch Was Controversial To Say The Least
Tarte Promised To Do Better
Even The Apology Caught Some Backlash
Jackie Aina And Alissa Ashley Compared Tarte To George W. BushVideo: YouTube