Alert: Tarte's New Shape Tape Foundation Is Coming Way Sooner Than You Thought


Some beauty products become iconic, and there's a real chance that Tarte's Shape Tape Concealer will be one of them given its outrageous popularity among beauty lovers and gurus. The brand's recent decision to create Shape Tape Foundation makes total sense, and now, details are emerging about the hotly anticipated new product.

At the beginning of 2018, Tarte took to their Instagram account to tease that a Shape Tape Foundation could be coming fans' way, but there seems to have been official confirmation thanks to fast acting fans and beauty Instagram account TrendMood.

On Friday, TrendMood posted screen grabs from an Ulta web address that not only showcased that a Shape Tape foundation is coming, but also one that gave fans all the details about the benefits of the product, the online and in-store launch dates, the price, and shade range. Basically, it was a jackpot of information, and while the web address has now been cached, it was, in fact, live, and savvy beauty lovers caught the seemingly accidental announcement.

According to the screenshots and verification of their cached existence by Bustle, the foundation is a hydrating formula, and its packaging appears to be an amped up version of the brand's concealer. With a large doe foot applicator and a bright purple and gold cap, the two products look like sisters.


As for the major details, the product is set to launching online in only a few weeks. Come Jan. 21, you'll be able to snag Tarte Shape Tape foundation online, and according to the site, just like the concealer, the foundation will be an Ulta exclusive product. If you want to pick up the foundation in store to make sure you get your correct shade, you'll have to wait until Feb. 4, but hey, who doesn't want a nice Galentine's Day present to themself, right?

As for the cost, it's more costly than the concealer but comes with more product. Retailing for $39, it's on par with other high end foundations like Too Faced's Born This Way and Urban Decay's Naked Skin. As for the amount of product, it's standard as well at 1.01 fluid ounces.


As for the benefits, the foundation is meant to plump and brighten the skin using hyaluronic acid and vitamin C. Of course, Tarte's signature Amazonian clay is included to provide for longer wear time. How long? According to the site, the foundation can last up to 12 hours.

The only downside to the foundation appears to be the shade range. While Shape Tape foundation will come in 15 different shades, they're not exactly wide ranging. Many of the hues appear to suit fair to medium women, but there is only one truly deep shade, and there is a marked gap between it and the next to deepest color. Unfortunately, it appears Tarte's shade range may not be the most inclusive.

Fans of Tarte quickly noticed the absence of darker shades, and they were outspoken about the issue.

It's truly not enough shades.

Those who were excited about the launch now have to deal with the fact that the brand didn't craft a color to fit them.

Fans rightly pointed out that such a huge company should be able to produce a more inclusive foundation.

Others noted the large jump between the medium and deep shades.

While Tarte's Shape Tape foundation is an undoubtedly exciting launch, it's not perfect. Many fans are hyped for the upcoming product, but the brand can do more when it comes to crafting inclusive shades. With a product that is so incredibly popular, it would serve the brand well to represent all their customers. Here's hoping for a shade expansion on the horizon.