Backlash seemed to punch the brand from all sides with Youtubers denouncing Tarte in LOADS and Tarte fans dragging it on multiple social media sites. Tarte initially only reacted to the controversy by defending its shade range, and assuring fans it plans to drop more shades soon. Now it seems the brand has found it appropriate to apologize — but something still feels quite off. “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.” This would have made for a MUCH smoother apology than the insulting and confusing defense they first offered about needing more time and caring about undertones. Why not post this statement permanently in an Instagram post or a Tweet — you know, as a permanent stance against colorism and exclusionary practices in makeup? Even Kylie Jenner addressed her expensive brush fiasco with tweets anyone can still find on her Twitter page. Jeffree Star’s apology for his racist behavior — accept it or not — is still available on his Youtube channel for anyone to dig up. So why is Tarte’s apology on a platform designed to disappear? I know the darker foundations are coming — but the same brand apologizing for excluding people with darker skin tones in their makeup actually practices this exclusion in MULTIPLE areas they still do not address. Show your commitment to doing better with the Shape Tape foundation — but also in how you treat actual people of color in real life.
title: “Tarte Issues Apology For Shape Tape Foundation Disaster” ShowToc: true date: “2024-10-12” author: “Edwin Massey”
Backlash seemed to punch the brand from all sides with Youtubers denouncing Tarte in LOADS and Tarte fans dragging it on multiple social media sites. Tarte initially only reacted to the controversy by defending its shade range, and assuring fans it plans to drop more shades soon. Now it seems the brand has found it appropriate to apologize — but something still feels quite off. “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.” This would have made for a MUCH smoother apology than the insulting and confusing defense they first offered about needing more time and caring about undertones. Why not post this statement permanently in an Instagram post or a Tweet — you know, as a permanent stance against colorism and exclusionary practices in makeup? Even Kylie Jenner addressed her expensive brush fiasco with tweets anyone can still find on her Twitter page. Jeffree Star’s apology for his racist behavior — accept it or not — is still available on his Youtube channel for anyone to dig up. So why is Tarte’s apology on a platform designed to disappear? I know the darker foundations are coming — but the same brand apologizing for excluding people with darker skin tones in their makeup actually practices this exclusion in MULTIPLE areas they still do not address. Show your commitment to doing better with the Shape Tape foundation — but also in how you treat actual people of color in real life.
