If you pay attention to makeup news at all, you’ve most likely heard of the hot mess that is the Tarte Cosmetics controversy concerning their Shape Tape Foundation. Back in 2016, Tarte launched its now cult favorite product, the famous Double Duty Beauty Shape Tape Contour Concealer, which stole the hearts of many (including me) for its unbelievable coverage and blendability. In late 2017, Tarte teased the release of a Shape Tape foundation in the works, and the beauty community went wild – until they saw the shades they were offering.
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Like a lot of people, I thought this had to be a mistake. With beauty brands becoming increasingly more inclusive a la Fenty Beauty, and even culture vulture Kylie Jenner making darker shades in her concealer, I knew Tarte wouldn’t commit PR suicide by releasing this joke. Maybe the lighting was off or they forgot a few shades – or 10. I tried to give them the benefit of the doubt, but I was ultimately disappointed. Of course, they apologized and said that their darker shades were already in production. My problem is that they should release the shades all at once. What they are basically saying is that they were so excited to release this foundation that it seemed perfectly okay for them to treat people of color as an afterthought. The hype was more important than making sure everyone could enjoy it. And now a lot of people are boycotting the brand, so I don’t think their new dark shades are going to sell very well.Â
I know a lot of people are probably thinking “Oh, it’s just makeup, just use another brand,” – such people have obviously not experienced this situation or feeling. People of color don’t deserve to be an afterthought in the beauty community. I think it’s so embarrassing for a brand as popular as Tarte Cosmetics to come out with such a lacking shade range when brands sold at the drugstore (which I’m not knocking because they still bomb) such as Maybelline, L’Oreal and NYX are killing the game when it comes to inclusion.
If you don’t throw your coins at brands that prove themselves unworthy, this next part is for you. If you’re throwing away your shape tape like me, I’ve compiled a few well-rated alternatives that cater to all people and skin tones:
1. Makeup Revolution Conceal and Define Full Coverage Conceal and Contour – $7
Basically a complete dupe, this new concealer came at the right time, and at the right price. This offers the same coverage and consistency as the Shape Tape, and it puts its shade range to shame.Â
2. NARS Creamy Radiant Concealer – $30Â
The pricey one in the bunch is a cult favorite concealer that has been used and loved by many for years. It’s less thick than the Shape Tape, which a lot of people enjoy, as it is considered less cakey.
3. LA Girl HD Pro Conceal – $4.99
This concealer is basically the OG affordable concealer that I honestly still can’t believe is only $5. It’s once again thinner than Shape Tape and was one of the first affordable concealers to have a very wide shade selection.