8/4/2023 0 Comments Tarte shape tape foundationIt has snow mushroom extract, apple extract, and hyaluronic acid in the formula, which helps with day-long hydration - something very necessary with New York City's cold and dry winds. but even without it, I know that this stuff would stick. I used primer ( Base Tape Hydrating Primer, to be exact), which typically always helps. And true to the brand's promise, the foundation really does lock in on your skin. A little bit goes a very long way with this one. The artist only used a couple of dots around the perimeter of my face, blending them inward, and that was all that I needed. But once he applied 57N, a rich neutral, all of my pesky spots and bags faded away as if I swiped right on Instastories. Before, I used Mahogany for my under eye circles, and Espresso for my dark spots and acne scars. But Face Tape's shade numbering system proves to be super duper helpful: after the number, there's a letter that indicates the product's undertone: N for neutral, S for sand or yellow, H for honey or peach, B for beige or pink, and G for golden or olive.Ī Tarte makeup artist helped me find my shade, which, turns out had been wrong this whole time. While 40-plus options are slowly becoming the norm for base products, finding one shade can be a bit overwhelming. and I've got to admit that the finished product is very good. This resulted in tons of feedback once the team and makeup artists hit the drawing board. It needed to be after everything that happened a year ago."įor the ultimate quality insurance, the brand tapped 50 "real" women and men - including Tarte employees and friends of friends - to help create the shades and undertones. The foundation is sweat-proof, waterproof, transfer-proof. This is everything we should have launched in the first place. "And we hope that Tartelettes will give it a chance. "Sometimes, you have to hit the reset button," she admits. But as a leader, Shape Tape Foundation's failure is one that Kelly took personally - something that was evident as tears welled in her eyes during the candid conversation. Granted, the brand did expand its range of the Amazonian Clay Full Coverage Foundation to 40 shades last summer, and eventually, the old Shape Tape Foundation range was widened to 25 as well. Once you disappoint someone so deeply, you have to start over." After Shape Tape Foundation, Kelly and her team took on the task of actually listening to their fans (also known affectionately as Tartelettes), scanning thousands of comments, and watching candid YouTube reviews from influencers who were less than pleased with the slim pickings. "It was not the right way to launch that foundation. "Point is, we screwed it up," Maureen Kelly, CEO and founder of Tarte Cosmetics, admitted to a small group of beauty editors at a private launch event on Feb. In the meantime, Tarte is removing Shape Tape Foundation from all stores for a true blue do-over. Now, the brand is making up for it in a massive way with the release of Face Tape Foundation, a 50-shade, five-undertone launch that drops on Feb. Upon release, the deepest shade of the foundation and cult-classic Shape Tape Contour Concealers was Mahogany, and that initial launch of the foundations included a paltry 15 shades. Tarte's Shape Tape Foundation, which launched in January 2018, is one that was admittedly in my discard pile. If your deepest shade applies so much as tan on my dark brown skin, then it likely won't remain on my desk or vanity. I have very high standards when it comes to choosing - and keeping - foundations and concealers.
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