It's Happening—Tarte Is Launching 2 Different Shape Tape Foundations


There are a few makeup products that are so well loved and so revered that they become instant classics. We're talking about products like the MAC Ruby Woo Lipstick ($18) and the Urban Decay Naked Palette ($54). For Tarte, that product is its famous Shape Tape Concealer ($27), which has a high-coverage and hydrating formula. For years, it's been a mainstay in our beauty bags to cover dark circles—and any other blemishes or problem areas—without caking or creasing in the slightest.

For what seems like forever, we've waited for Tarte to expand its Shape Tape line. Well, today is the day—according to an exclusive PopSugar article, a Shape Tape Foundation is coming. Actually, two Shape Tape Foundations are coming: The brand is releasing two different formulas. So take a second, breathe deep, and scroll cautiously. Here's your first look at Tarte's Shape Tape Foundation, which launches on the brand's website next week.


Let's start with the hydrating formula. According to PopSugar, it's formulated with various good-for-your-skin ingredients like hyaluronic acid, barley extract, vitamin C, and the brand's trademark Amazonian clay. (The latter is what provides that Shape Tape staying power we all know and love.) As for the consistency, it's bouncy and gel-like in order to stay comfortable and radiant for 12 full hours. When you first apply it, you may notice a cooling and soothing effect.

Apparently, the brand is even launching a special makeup tool to go with the hydrating formula. It's called the Shaper Contouring Sponge, and it's been paired with this hydrating makeup to provide seamless coverage. Unlike other makeup sponges, this one is round on one side and flat on the other two sides, so you can use it to blend, contour, and reach tight spaces like the corner of the nose and the upper lip.


Next is the matte formula, which is vegan, high-coverage, waterproof, and quick-setting. In fact, it sets so quickly that a brand rep recommended applying it to your face in specific portions, blending out, and then moving on. This way it won't dry too thickly in one area of your face. It ranges across 15 different shades, and all of them are infused with smoothing vitamin E and mineral pigments for a super-matte and airbrushed finish. Oh, and the tool that's paired with the matte formula is called the Double Duty Paddle Brush, a dense oval brush that can hug the contours of your face for smooth application. It even has a chic gold handle that we think will look gorgeous laying atop of a vanity.

Each of these formulas includes 15 different shades, making 30 new foundations in total. While 15 may seem pretty standard, it doesn't look like there is too large of a shade range, especially for darker skin tones, which is a disappointment. They will retail for $39 apiece and launch on Tarte's website January 15. Wait until January 21 for the Shape Tape Foundation to hit Ulta's website, but if you want to see it IRL and ensure the shade you choose matches your skin tone, you'll have to wait until February 4. That's when it officially enters Ulta stores nationwide.

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