Tarte Cosmetics has unveiled a major new foundation launch in no fewer than 50 different shades. The cruelty-free makeup brand is introducing ‘Face Tape’ a foundation inspired by its signature ‘Shape Tape’ concealer range, designed to offer a natural-looking, matte finish. It is also reportedly scrapping its former ’Shape Tape’ foundation, which was available in just 15 shades, reports HelloGiggles.
In an Instagram clip announcing the launch, the brand said it was a response to consumer feedback requesting a more diverse shade range. “Actions speak louder than words, so we’ve been working around-the-clock behind the scenes over the past year to bring you the full-coverage foundation of your dreams!” it declared.
Face Tape, which boasts a waterproof, vegan formula, will come with five different undertones, which will be clearly listed on the packaging as ‘N’ for neutral, ‘S’ sand/yellow, ‘H’ for honey/peach, ‘B’ for beige/pink and ‘G’ for golden/olive. The range also features a brand-new pump applicator and its formula includes ingredients such as mushroom extract, hyaluronic acid and apple fruit extract to “brighten, hydrate, and protect skin against environmental aggressors”. It is reportedly set to launch on February 17.
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You asked, we listened. Introducing face tape foundation: Inspired by our iconic shape tape concealer to give you a flawless, natural matte finish. Actions speak louder than words, so we’ve been working around-the-clock behind the scenes over the past year to bring you the full-coverage foundation of your dreams! This foundation comes in 50 shades with 5 undertones, plus we pumped it up with a brand-new pump applicator (our first ever!). This baby is: 💜 #Vegan 💜 Waterproof, sweatproof & transfer-proof 💜 Formulated with skin-loving ingredients: snow mushroom extract, hyaluronic acid, & apple fruit extract to brighten, hydrate, & protect skin against environmental aggressors We love our tartelettes and when you ask for something, we listen. Coming soon to tarte.com & @ultabeauty 💜 Click the link in our bio to be the first to know when it launches! #shapetapenation #doubledutybeauty #matchmakermagic
Beauty brands continue to outdo one another in their sudden quest to satisfy consumer demand for diversity, and in increasing its shade range, Tarte follows in the footsteps of multiple major brands to make the same move over the past year. Last month saw the cult millennial-friendly beauty brand Glossier ramp up the number of shades of its ‘Perfecting Skin Tint’ and ‘Stretch Concealer’ to 12 hues, as well as cosmetics brand Morphe’s entrance into the world of foundation with a 60-strong range of shades. NYX Cosmetics launched its 45-shade-strong ’Can’t Stop Won’t Stop’ line in August, and Revlon upped its beauty game with the launch of a new prestige makeup brand, ’Flesh,’ over the summer, offering 40 shades of foundation.