This cruelty-free makeup brand is set to launch a foundation called “Face Tape,” inspired by its iconic “Shape Tape” concealer line, designed to create a natural matte finish. According to HelloGiggles, the brand will also discontinue its existing “Shape Tape” foundation, which previously offered only 15 shades.
In an Instagram video announcing the new product, the brand stated this move responds to consumer demand for more diverse shades. “Actions speak louder than words, so over the past year we’ve been working tirelessly behind the scenes to bring you the all-in-one concealer foundation you’ve been dreaming of!” the brand declared.
The new concealer, named Face Tape, features a waterproof, vegan formula available in five distinct shades. Packaging clearly labels each: N for neutral, S for sandy beige, H for honey/peach, B for beige pink, and G for golden/olive. The line also features a new press-on applicator. Its formula incorporates mushroom extract, hyaluronic acid, and apple fruit extract to “brighten skin tone, hydrate, and shield against environmental aggressors.” The product is set to launch on February 17.
To meet consumer demand for diversity, major beauty brands are racing to expand their shade ranges. Tarte joins numerous other well-known brands that have broadened their offerings over the past year. Last month, millennial-favorite brand Glossier expanded its “Perfect Skin Foundation” and “Bouncy Concealer” to 12 shades. Simultaneously, Morphe launched a 60-shade foundation range, marking its entry into the foundation market. NYX Cosmetics launched its “Can’t Stop Won’t Stop” collection in August, featuring 45 shades; while Revlon introduced its new premium makeup brand “Flesh” this summer, offering foundation in 40 shades to further elevate its beauty portfolio.