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Tarte Double Duty Beauty Shape Tape Matte Foundation also available in a hydrating formula retails for $39.00 on Ulta.com

NOW 18 shades ranging from Fair sand to Mahogany

By now everyone’s heard the controversy associated with Tarte’s latest release: the shape tape foundation. The highly anticipated foundation raised eyebrows when swatches of the matte and hydrating foundations began circulating the internet. With 15 shades ranging from fair sand to mahogany, the lack of inclusion and complete disregard for darker skinned women immediately sparked outcries. The range skips several shades and undertones for tan to deep skinned women, yet features 11 developed shades ranging in a variety of undertones for fair to light skinned women.

So why Tarte?? Why did you think it was a good idea to release an incomplete and un-inclusive foundation line? You are a highly developed and successful brand and it is UNACCEPTABLE to turn your attention away from such a large group of women, a group of women who spend 7.5 billion dollars on beauty products annually, nearly 80% more than their white counterparts, and STILLcan’t find a half decent foundation shade. Based on this alone, Black women should be your target consumer. And no, featuring THREE shades for tan to deep women does not make you an inclusive brand. I, a previous supporter of Tarte cosmetics, am extremely disappointed with this complete disregard for a whole spectrum of women. I waited impatiently for a public apology for this blatant lack of consideration, but instead you blocked criticizing comments and stated “summer shades” would eventually be released. Dark skinned women are still dark skinned women in the winter and failing to incorporate shades for them now is an insult to all people of color. The foundation was available on tartecosmetics.com on January 15th, yet Tarte did not issue this official apology until the 22nd:

You all know by now that we revealed our much anticipated shape tape foundation… & 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 sigh of what’s really important in this industry, & for those who feel alienated in our community, we want to personally apologize. 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.