Tarte Gets My Hate Sometimes But Not for This

As someone who used to be a huge Tarte fan (massive) I can honestly say I’ve given them some beef over the last few years. They’ve released some star products over the years (Hello, Tarte Shape Tape Concealer and Lights, Camera, Lashes Mascara!) and some incredible Holiday Gift Sets (I think we can all agree launches like the Tarte The Starlet Makeup Vanity for Holiday 2011 were innovative and ahead of the time!).
But they can be annoying brand for me. It’s probably me and not them who knows? I just think they got too overwhelming, too into the viral moment, and just really need to slow their roll and still do. Tarte just releases products every week not to mention they have this constant round of foundation releases that just feels so overwhelming to me at times. Shape Tape Concealer Plus, Shape Tape Concealer The Sequel, Shape Tape Brilliance, Shape Tape Radiance, Shape Tape Hydrating Plus, it’s a lot…! I can promise you that by the time Black Friday and Cyber Monday rolls around they’ll shove a good 10-15 new products at us. It’ll likely be some prelude for Tarte Spring 2023. And yeah, that’s just the way marketing works because right now is a prime time to get those Holiday dollars and launching new, new, new is an excellent idea.
But it doesn’t mean I’m not exhausted from it sometimes and I think some of you are as well. I will say they get a bit of hate from me lately, true, but they do excel in a lot of areas and one of those areas that actually lives up to the hype is the Maracuja Juicy Lips Collection. This stuff gets so much airtime on social media it’s obscene.



