Tarte listened to the internet and is introducing 10 new Shape Tape Foundation shades

Alexandra Hourigan 16 January 2018

shapetapefoundation

Tarte Cosmetics is not only dropping the foundation that broke the Internet but is introducing 10 new shades as well.

In case you didn't realise, the internet has absolutely no time for beauty companies who aren't getting around diversity. On the back of the Fenty Beauty launch with is 42 shade range and the Huda Beauty #FauxFilter foundation with its 30 shade range, the bar was set for beauty companies to really include options for all. So when Tarte Cosmetics announced its new Shape Tape Foundation, people lost it in both good and bad ways.

Everyone's been waiting for this moment for such a long time. After the popularity of the original product, the Shape Tape concealer, so many makeup lovers were ready to get their hands on this product. However, when they saw that there were only 15 shades per foundation, fans were disappointed. The original concealer only has 14 shades itself but it's safe to say fans wanted more. The good thing is... Tarte Cosmetics listened.

Just this morning the beauty brand announced 10 new shades will be dropping for both the Matte Shape Tape Foundation and the Hydrating Shape Tape foundation, taking it to 25 foundation shades. Whilst these shades will not launch on the actual launch date, Tarte Cosmetics want you to know it's definitely in the works and they haven't ignored the Internet's cries for diversity.

Tarte Cosmetics stated that even when the announcement for the Shape Tape Foundation went out, the new shades were already in the works. The reason behind the late arrival is the brand's goal to create the perfect product. "We're always pushing ourselves and suppliers to work as quickly as possible," Tarte Cosmetics confirmed. The brand is focusing on the warm and cool undertones of the foundation, wanting them to be exact!

Matte vs Hydrating Foundation

We definitely expect the foundation to be full coverage but with two separate formulas, we're incredibly interested in the difference between the two.

The Matte Shape Tape Foundation is the oil-free full coverage foundation that you won't even need to set with a powder. Amazing, I know. It sounds like a bigger and better version of the concealer which contains vitamin E, offering emollient and antioxidant properties, as well as mineral pigments so you can get that Instagram filter face you always wanted. This foundation is said to set quickly so you will want to work fast. Tarte Cosmetics suggest applying this foundation in small areas and working it in with a brush in order to achieve the most flawless and airbrushed look.

The Hydrating shape tape foundation is for those who adore the dewy and glowy look. Those with oily skin would probably want to stick to the matte foundation but this oil-free formula promises 12 hours of wear with a luminous finish. It is less full coverage than the Matte foundation but can be built up depending on your preference. It also contains a lot of goodies that your skin is going to love. Packed with collagen and hyaluronic acid to plump skin, as well as biopolymer filling spheres that assist in smoothing your skin but still locking moisture in. Different to the matte foundation, they suggest using a beauty sponge rather than a brush to blend and apply the hydrating foundation.

shape tape matte vs hydrating foundation
Where can you buy it?

There are only two places in the entire world you can purchase the new foundations or Shape Tape Concealers. The first is Ulta Beauty, an American retailer that does not ship to Australia. The second is directly from the Tarte Cosmetics website, which thankfully does. The brand does offer international shipping and if you spend over $90 you receive free international shipping and a free sample, which is something I can get around.

The rest of Tarte Cosmetics products are also stocked at Sephora, in case you're looking to shop for something else from the brand and receive it sooner.

When can you buy it?

The foundation is set to launch on the 21 January but we have a sneaky suspicion it could be sooner so keep your eyes peeled for updates!

shape tape foundation comparison

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