Tarte… Oh Girl…. Stop it!
A few days ago the beauty industry and it’s fans were left a little shook. Tarte released their Highly Anticipated Shape Tape Foundation, a follow up from the highly praised Shape Tape Concealer. Tarte announced the foundation would come in 15 shades with 10 additionally shades to be released later this year. We we are all EXCITED! That is we were excited until the swatches came out. I don’t know how to say this politely… So I’m just going to say it…. Tarte released 13 shades for white women, and two shades for women of color. Now I am really fair, but I don’t even think I can wear it. Even if I can, I am not purchasing this product until they right the wrong they have done to other women of color.
Needless to say the internet lost their ENTIRE Collective Minds and vented their frustration to Tarte, how does Tarte respond? By disabling the comments on their Instagram post, silencing the voices of women who needed to be heard. So beauty influencers took to their YouTube platforms to vent their frustrations and address the issue.
OK so the formula is allegedly pretty cool, however this is a MAJOR problem in the beauty industry. You see beauty brands have had a problem with inclusivity for as long as their has been makeup sold in stores. The debate over inclusiveness has been a long and grueling one. Some believe that ALL brands should be inclusive and offer shades for everyone, some people believe that women of color should just stick to the brands that were created with us in mind. I have sat on this news for a few days as I really wanted to process this fiasco, take in the thoughts and opinions of others, and try and see Tarte’s perspective.
Then Tarte released this statement in an Instagram Story:
You all know by now that we revealed our much-anticipated Shape Tape Foundation,’ they wrote. ‘The final shade range that we launched was definitely not a full representation of all of you.
‘It may be too little too late, but we can assure you this was not meant in any kind of malicious way. ‘We all just got caught up in #shapetapenation and seeing your tweets asking for it… We wanted to get the product out as fast as possible, and we made the decision to move forward before all the shades were ready to go. ‘We know there is no excuse & we take full responsibility for launching this way. ‘We lost sight of what’s really important in this industry, & for those who feel alienated in our community, we want to personally apologise. We’re doing everything in our power to bring those unfinished shades as fast as we can, at any cost. ‘WE CAN AND WILL DO BETTER.’
Now that was a wonderfully worded statement, no doubt from a very highly skilled PR staff member, but it’s honestly part of the problem. You see people of color have been hearing these types of statements from countless companies, brands, and celebrities over the years. Quite frankly were are tired of the apologies. Stop treating us like an after thought, like we don’t matter. Women of color love makeup… Why are we not considered during the design process? You are telling me that no one in all of Tarte-Dom saw this shitshow coming? No one knew that the internet would clapback hard…. No one? Were they afraid to speak up? Or was this deliberate?
There are brand that take inclusion into over drive – Like Fenty beauty with their impressive 40 shade range matte foundation. I love Fenty – I think that brand is awesome, I have several of their products and really believe they thought about the consumer when creating them. I also LOVE Tarte! I love their bright colors, unique ingredients (Amazonian Clay) packaging… Just the brand on a whole. That being said I can’t , with my morals, support Tarte until this fiasco is corrected. I’ll be following this story and will keep you guys updated.
Update: Tarte Has Released 3 New Shades in their ShapeTape Foundation.
- MEDIUM-TAN SAND Medium to tan skin with yellow undertones (NEW)
- DEEP SAND Deep skin with yellow undertone (NEW)
- RICH HONEY Ultra deep skin with yellow undertones (NEW)
There are supposed to be 7 additional shades added. I sincerely hope that those 7 new shades are on the darker end of the spectrum.
Does the addition of the three new shades change your views? Is Tarte forgiven? for their inital launch? Let me know your thoughts in the comments below.