Too Faced Born This Way Super Coverage Looks A Lot Like Tarte Shape Tape Foundation

Too Faced Born This Way Born This Way Super Coverage Multi-Use Sculpting Concealer ($29) is a new natural finish foundation that acts as a concealer, contour, and highlighting tool. As a fan of the original Born This Way Foundation I’m pretty excited about this launch but why does it look so much like Tarte Shape Tape Foundation!?

Born this Way Super Coverage arrives in the same packaging as Tarte’s newest foundation with an overlarge doe foot applicator for application. But Tarte isn’t really the one to release foundation in this packaging as Neutrogena Hydro Boost Hydrating Tint and Clinique Beyond Perfecting Foundation + Concealer also have similiar packaging.

It seems like brands are going back to those hybrid Foundation & Concealer 2-in-1 Formulas that failed to take off back in 2015.

Too Faced’s formula is oil-free and provides 12 hours of wear according to them with a weightless texture that’s hydrating and photo-ready with no flashback. Unlike the original version this apparently contains a high pigment level giving the wearer “maximum” coverage.

I’m always every so slightly skeptical when they promise full-coverage and it turns into barely medium but Too Faced did a really good job with the original formula so I expect great things from this launch.

Interestingly enough it’s not getting a launch at Sephora nor Ulta quite yet. First dibs goes to Beautylish on June 28th.

What do you think of this formula?

Worth a haul?

Available June 26th and June 28th

Too Faced Beautylish Beautylish Ulta