Last year, we witnessed major public outrage over two foundation launches – Beauty Blender’s Bounce & Tarte’s Shape Tape Foundation. But it seems like both brands took a cue from Fenty and relaunched their foundation lines. After over a year of deafening silence, Tarte reintroduced their foundation as the Face Tape Foundation.
But is it good enough? Guess we’ll have to find out.
The shade range in the Shape Tape Foundation was pretty offensive, especially for a pretty popular brand like Tarte. Since then, the brand has taken the 25 shades off the line, and brought 50 of the new ones!
Similar to the Amazonian Clay foundation – another fan favourite – the Face Tape foundation comes in a variety of undertones.
- Beige (pink)
- Sand (yellow)
- Neutral
- Honey (peach)
- Golden
Tarte founder and CEO, Maureen Kelly said she based the shade selection on real people and the comments she saw on social media. She also sought the help and advice of make-up artists – a move that will hopefully pay off!
The Face Tape foundation is formulated the same way as the iconic Shape Tape concealers.
The new foundation comes with a pump as opposed to the previous doe foot applicator.
Apart from the delivery change, the Face Tape is
- Vegan
- Waterproof, sweatproof & transfer-proof!
- Formulated with skin-loving ingredients: snow mushroom extract, hyaluronic acid & apple fruit extract.
- The above ingredients brighten, hydrate, & protect skin against environmental aggressors.
“It’s everything our Tartlettes wanted and then some,” Kelly says.
The Face Tape Foundation will officially launch for $39 on February 17th. You’ll be able to shop it on tarte.com, ulta.com, and at Ulta stores.
