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!

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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

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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

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First #SWATCHES 💜 #TARTE is introducing their NEW! #ShapeTapeFoundation !!!! 🙌🏼🙌🏼🙌🏽🙌🏾🙌🏿 Inspired by our iconic shape tape concealer to give you a flawless, natural matte finish. This time the foundation is coming in 50!!!! SHADES 👀👀🙌🏼 with 5 undertones + new formula + a brand-new pump applicator $39: N = neutral S = sand/yellow H = honey/peach B = beige/pink G = golden/olive #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 . . Will be available ➡️ FEBRUARY 17TH Online #tartecosmetics @ultabeauty . . We Love the Concealer! We will be trying the foundation?? 🙋🏼‍♀️💜 #TRENDMOOD #tarte #ulta THANK U for this amazing update: @cassallen21 @eye.shado.w @_annalund @somerlovesmakeup @emmaforget 😘 . . . .#makeupoftheday #mua #ilovemakeup #makeup #makeupaddict #makeuplover #makeupblogger #makeuponpoint #onpoint #makeuplook #makeuplove #makeuptalk #makeuptutorial #makeuplover #makeupaddict #makeupaddiction #makeupdolls #onpoint #onfleek

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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.

tarte cosmetics
Courtesy – Allure/Brand

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.