February 18, 2019

Tarte Face Tape Foundation Is Perhaps An Apology For Shape Tape Foundation

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Tarte Face Tape Foundation ($39) is a new (I’m using the term new very loosely) foundation inspired by Shape Tape Concealer. Gimme a sec, I’m having this weird case of deja vu. I think I’ve been here before, yes, it feels familiar.

Maybe Tarte thinks they fooled me. You know drop the shape but keep the tape but make it seem all new and fresh. Actually, what Face Tape Foundation does is confuse the hell out of me. Is it Shape Tape Foundation repackaged? Is it different? Did anyone actually ask for this? Like, they tweeted Tarte and said, “Please can you create a foundation named Face Tape and make it like Shape Tape!” And Tarte was all, “WHAT AN INNOVATIVE IDEA!”

Considering that the launch of Shape Tape Foundation was fraught with controversy due to the lack of colors and Tarte’s mad scramble to say they were in the processing of launching more shades. That in fact, the shade selection Shape Tape Foundation launched with wasn’t a final and complete launch. That they ALWAYS had plans to launch it in a broad range of shades. Shrug! Needless to say, that cover up didn’t jive well with many people and they felt a little put off by the shades that did launch which didn’t represent a very wide array of tones at all.

Maybe Face Tape Foundation is their way of saying, “Hey, we’re going to completely ignore the fact we f*cked up and we’re going to treat this as a new foundation inspired by our cult-favorite concealer!”

On that note I’m happy to say the ingredients do appear a bit different! Maybe that will put your mind at ease that you aren’t purchasing exactly the same thing in new packaging!

Water/Aqua/Eau, Cyclopentasiloxane, Phenyl Trimethicone, Butylene Glycol, Methyl Methacrylate Crosspolymer, Cyclohexasiloxane, Caprylyl Methicone, Glycerin, PEG-10 Dimethicone, Trimethylsiloxysilicate, Cyclomethicone, Sorbitan Isostearate, Sodium Chloride, Cetyl PEG/PPG-10/1 Dimethicone, Aluminum Hydroxide, Triethyl Citrate, Disteardimonium Hectorite, Triethoxycaprylylsilane, Phenoxyethanol, Dimethicone Crosspolymer, Fragrance/Parfum, Ethylhexylglycerin, Disodium EDTA, Benzyl Salicylate, Hexyl Cinnamal, Limonene, Hydroxycitronellal, Geraniol, Amyl Cinnamal, Linalool, Pyrus Malus (Apple) Fruit Extract, 1,2-Hexanediol, Tremella Fuciformis (Mushroom) Extract, Hyaluronic Acid, Hydrolyzed Hyaluronic Acid, Sodium Hyaluronate. May Contain: Titanium Dioxide (CI 77891), Iron Oxides (CI 77491, CI 77492, CI 77499).

Water/Aqua/Eau, dimethicone, glycerin, PEG/PPG-18/18 dimethicone, octyldodecyl neopentanoate, butylene glycol, SD alcohol 40-B (alcohol denat.), aluminum hydroxide, stearic acid, alcohol, acrylates crosspolymer, atelocollagen, caprylic/capric triglyceride, caprylyl glycol, dextrin palmitate, disodium EDTA, disteardimonium hectorite, ethyl menthane carboxamide, ethylhexylglycerin, glyceryl polyacrylate, glycosphingolipids, hexylene glycol, hordeum vulgare extract, hydrated silica, hydrolyzed corn starch, hydrolyzed corn starch octenylsuccinate, kaolin, lauryl laurate, magnesium ascorbyl phosphate, menthyl lactate, methicone, methyl diisopropyl propionamide, mica, nylon-12, palmitic acid, pentaerythrityl tetraisostearate, pentylene glycol, phenoxyethanol, rosa canina fruit extract, silica dimethyl silylate, sodium chloride, sodium chondroitin sulfate, sodium dehydroacetate, sodium hyaluronate, sodium hyaluronate crosspolymer, triethoxycaprylylsilane, xanthan gum, zea mays (corn) starch. (+/-): Titanium Dioxide (CI 77891), iron oxides (CI 77491, CI 77492, CI 77499). ME111FL000021

Tarte promises that Face Tape is a long-wearing, full coverage formula that mattifies, hydrates and brightens. It’s also formulated to not transfer and it’s waterproof. It comes in 50 shades with five undertones.

I think Tarte would have probably been better off discontinuing Shape Tape Foundation as we know and just admit defeat and relaunch it with some sort of apology for goofing up to begin with. Just say, “Hey, the original formula wasn’t what we expected or wanted in terms of formulation and shade selections! So, here’s a reformulated in a wider color range!” That just seems like the best thing to do in my opinion as I think all the renaming is confusing as hell! Face Tape, Shape Tape, it’s just overkill to me!

I will try Face Tape Foundation for sure. However, brands like Too Faced and Tarte are reaching way hard lately! Something needs to change soon.

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About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Wendy Sue

    it’s such a shame because Tarte used to be my favorite company, but I’m so done with them. This is not the first time they have re-packaged something. They are trying to too hard to capitalize on the Shape Tape name and their confusing everyone LOL

    Sorry Tarte, I don’t have time for games.

    • Isabella Muse

      I found it confusing as hell! Face Tape, Shape Tape, it’s all so dumb.

    • kimkats

      I’m right there with you. Plus, they discontinue things almost as soon as they make them. They made a couple of foundations a few years ago that I really liked, and in less than a year, both were gone. Screw that – I want a staple item to stick around; I don’t exist just to keep you in business, Tarte. If you feel the need to make flash in the pan products, then I feel the need to spend my $$ elsewhere.

  • Caitlin Campanella

    I did hear that they were discontinuing Shape Tape foundation and releasing a new formulation/shade range of Face Tape as an acknowledgment that the first launch was a disaster. With that being said, I still see Shape Tape foundation on Ulta’s website and the Tarte website, so I’m really not sure now! So much confusion and drama over makeup >:(

    • Isabella Muse

      It’s been on and off sale again but still very much available. Personally, I don’t think they will pull it. I bet they regurgitate it every single Ulta 21 Days of Beauty sale until we are all sick of seeing it lol!

      • kjh

        Lol. Too true. Been so busy low buying that I just realized that big U dropped me from their mailing list. Again. Looking in the rear view mirror at platinum….

  • Caitlin Campanella

    Wait, nevermind…it’s still on the Tarte website but not on the Ulta website anymore. So I’m guessing it’s being pulled slowly