Tarte Cosmetics recently launched the highly anticipated Shape Tape Foundation and there is a section of the makeup and beauty fraternity that is not quite pleased with it. The launch came in two distinct finishes: Hydrating and Matte – which features 15 swatches for each finish totaling to 30 foundation ranges. Described to have a full-coverage and creamy consistency similar to their concealers, it is almost a dream. But wait for it, they only have ONE dark foundation shade in the entire collection! Inclusivity is a sensitive issue in the beauty industry especially in 2018 and having a highly revered brand still releasing products that lacks thereof is disappointing and demonstrates a lack of professionalism by not embracing their consumers’ diversities.
Tarte Cosmetics’ response to the situation through its representative that communicated to POPSUGAR – an online platform that caters for lifestyle, beauty and entertainment content – via an exclusive interview that stated, “Additional shades are usually added seasonally, which makes sense because your complexion tends to be paler in the Winter and darker in the Summer months.” – says Tarte’s rep. One word, Unbelievable! Like people of color have seasonal skin tones. My sentiments were shared across the world with people of color from all corners of the globe using social media to voice their frustration and beauty influencers such as Jackie Aina and Makeup Shayla dragging the brand’s name for what they did.
This is a lesson to all the upcoming beauty and makeup companies – when you do decide to launch a shade range of any kind – especially a Foundation range, HIGHLY consider inclusivity of your products keeping in mind your consumers.