Tarte Released Shape Tape Foundation..Again

Alissa Ashley
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In today's video we talk about Tartes new foundation, yes you read that correctly
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Published on


Feb 6, 2019

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Comments 3 996
Lmaoo Lol
Lmaoo Lol 9 days ago
Fuk black ppl bro it’s not that deep
verawhispers 9 days ago
Making the tag line of the launch the whole “you asked we listened” bit honestly puts a bad taste in my mouth too. It seems like they want brownie points for doing what they should have done in the first place. Like Alissa said we didn’t really “ask”, we simply cancelled tarte when they made it clear they weren’t here for black women. Now they wanna come back around and get a cookie for doing the bare minimum byyeeeeeee 🙄
babyst0423 9 days ago
If someone who is your complexion can’t find a decent match, what hope do the darker girls have? Thank you for this!
Llamacorns !!!!!
Llamacorns !!!!! 9 days ago
I bought this foundation and I can’t find my shade either and I’m light skinned
lol Maya
lol Maya 9 days ago
I honestly just don't fw Tarte after that. No redeeming themselves imo, there are so many other brands doing better thing that tarte doesn't deserve me money
Jaq Neebe
Jaq Neebe 9 days ago
You’re the real MVP for trying this at all
Tiffany Castro
Tiffany Castro 9 days ago
I agree 100% I wouldve just liked to hear exactly how you like the formula
Salomé 9 days ago
“You asked we listened” is a very shady sentence. People shouldn’t ask brands to add darker shades to their range.
Erika Approved
Erika Approved 9 days ago
Not to mention they totally repackage the hydrogel foundation and called it the “HYDRATING“ shape tape foundation, jacked up the price, and lied to us all. So those of us that tried the hydrogel foundation and knew it was garbage, went out and bought the hydrating shape tape foundation and spent 50 bucks that we didn’t need to spend… Nothing but a cash grab from that company - they should be ashamed of themselves. Is this a new formula? Or is this just a repackaged version of the old Matte version - I don’t trust them. AT ALL.
Kett Prophete
Kett Prophete 9 days ago
Yassss girl #speaktruthtopower ✊🏾👏🏾👏🏾👏🏾✌🏾I’ve never been interested in Tarte Cosmetics, so no thank you.
Dena Ely Poe
Dena Ely Poe 9 days ago
I still want be purchasing this crap
Chloe Coker
Chloe Coker 9 days ago
I think they’re taking advantage of the fact that they messed up with the tag line. I think it’s wrong of them to do that, anyone know what I mean??
Dylan Jo Love
Dylan Jo Love 9 days ago
Totally agree!
April 9 days ago
Them saying don’t worry about it I would have to tell them well don’t worry about me not buying it!!! Yeah, they were wrong by not having enough shade range for poc!!! Not finding your shade I know that is sooooo frustrating!!! And expensive having to buy more than one foundation!!
Salomé 9 days ago
In my opinion, they should’ve named this foundation differently and not related to the shape tape drama because it makes people think about that episode again, bad marketing. It’s not good to say “you asked we listened” it seems shady coming from them because black shades shouldn’t be an after thought.
Yasmeen chickefoot
Damn I gotta do math to wear this foundation?
nadia 9 days ago
why did i think that was louis tomlinson’ ear in the thumbnail 😂😂😂
Jesse Seo
Jesse Seo 9 days ago
Tarte team somewhere punching air lmaoo. I love the honesty you're the best!
edualys pelliccia
I totally agree with you hands down ! 💗 its time to stop telling us black folk to be happy about being included now. I am done shade mixing ! I don’t wanna look orange 🍊 period.
Brittany Vinson
Brittany Vinson 9 days ago
I have so much respect for Alissa man! She was so real and raw in this video but so classy and tactful. There are other brands who have respected and embraced us from the jump and in 2019 we don’t have time to waste energy on brands that only check for us after the fact. ❤️
Emily Abcd
Emily Abcd 9 days ago
You are so gorgeous!!
Jessi Szymanski
Jessi Szymanski 9 days ago
Thank you for this video. Before making my own opinions on things like this, I love to get to hear from POC and how it makes them feel. You are absolutely right that this seems like too little too late. That branding tagline even seems a little bit "Okaaaaaay, if you're going to make us do this we will" to me. Tarte needs to be inclusive because it's the right thing to do, not because their customers are upset when they aren't. In support of inclusive from the start brands and in support of POC who should have been included from the beginning like you said, I will continue to not financially support Tarte. I also do not think the makeup community is "too political". There is no such thing when POC are facing the exclusion that they are. I started watching you and Jackie expressly for your unique views and takes on things like this, and then just fell in love with you both and now I'm here for you. :) Thank you for being candid and facing these things openly with us. It is never your job to educate people like me on the things you face, but I appreciate it immensely and have learned so much from you. I will never think you are "too political" because you are just sharing your life and experiences with us, which are only political because our system is broken and flawed. All my love.
Kaylaa Mariah
Kaylaa Mariah 9 days ago
all of tarte’s foundstions that ive ever tried have made my skin tingly too lmao no idea what that’s about
Meredith _
Meredith _ 9 days ago
Whenever I see Shape Tape Foundation all I think about is Jackie holding up an orange ass swatch and saying "This is Donald Trump's summer shade!"
With Love Marium
With Love Marium 9 days ago
These types of videos is why i fck with Alissa!!!!!! Seriously
Lauren Ramezzana
Lauren Ramezzana 9 days ago
While I do think it was great of tarte to try to correct a HORRIBLE launch of a much anticipated product, I do agree that after they said "you get darker in the summer so we are going to release those shades later" was probably the worst thing they could have said. I'll give them credit where credit is due, but still doesn't erase terrible things that were said. They have some awesome products but nothing that can't be replaced from better brands.
Carol Hairston
Carol Hairston 9 days ago
When you showed us the color swatches, I saw one deep dark shade, and I was really disappointed that Shape Tape still didn't get it right this time around. Everything you said, even if it was brutal, was on point. I'm not mixing anything, as there are too many other foundations out there that care about my needs for deep colors in foundation. I have so many to choose from like Fenty, Maybelline foundation Fit Me, Nars, and others. I think that Tarte is a little too late, as they should have realized that we as black women care about our makeup, and we want the same coverage, and color range as white women. It's time, and there's no reason why any makeup company should leave us out. Alissa, keep standing up for us, I appreciate what you do!
kendis Ma
kendis Ma 9 days ago
14:50 THAT PART!!!!!!
Jennifer Stevens
Jennifer Stevens 9 days ago
Alissa, When I saw the title I immediately looked at it because I was a subbie when the Tarte foundation came out last year. I completely agreed with you that the launch was ridiculous and not inclusive. I “cancelled” Tarte just like you did and haven’t used them since. When I saw that you reviewed their new launch, I was hella interested. I will say, the only thing I will disagree with is that you (we) did ask them to try again. Maybe not directly but definitely indirectly. When the CEO gave you the note of what you said last year you said to basically “go back in the lab” so I’m sure they took that as you (us) asking to do better. So I at least appreciate them for that. But I do agree that it feels like a “day late and a dollar short” since we have so many other brands that were inclusive at the start. And for those that weren’t, when they did a launch they made sure to do it right (like the Too Faced “Born This Way” collection). I actually liked how the foundation looked on you after you mixed the two and let it settle. But I appreciate your thoughts and will continue to trust and respect your views/opinions. But for me, Tarte is still cancelled. We shouldn’t have had to tell them to try again in the first place! We shouldn’t have to STILL mix colors in 2019! And brands should be lucky that Black people WANT to try them, not the other way around....
shahad Baloch
shahad Baloch 9 days ago
11 on trending wow girl 💓
Cmon Evans
Cmon Evans 9 days ago
Talk that shit baby....cause you can. I've been here 51 years and I remember when fashion fair and maybelline was the only make... the end. Love the review
Brittany Vinson
Brittany Vinson 9 days ago
I know some people hate “cancel culture” but idgaf...they still cancelled. Their tag line was shady and the note from the CEO was shady. Nope, not here for it!
Bryana Alyse
Bryana Alyse 9 days ago
So proud of you for speaking up and not accepting their bulllll shiiiiit.
smitten2009 9 days ago
I just wanted a review on the foundation not a lecture 😒
Zorie Jones
Zorie Jones 9 days ago
Not Alissa recommended?...not buying sorry lol...I figured this launch would still not be quite up to par for us melanin ladies
Janelle 09
Janelle 09 9 days ago
See this is something that truly was a big deal! It was unacceptable of Tarte & their response was BS. But as for the uproar about Morphe’s undertones was a bump turned into a mountain.. at least they came out with 60 shades 🤷🏼‍♀️ Were in the 2000’s, there’s no reason for a makeup company to not cater to ALL of the beautiful skin tones we have on this glorious planet 🌎💯💜
Janelle 09
Janelle 09 9 days ago
I want to add that I am not saying undertones are irrelevant or unimportant.. it’s a problem that I believe everyone has experienced. I’m just saying I believe it’s much more shameful for a company to exclude shades all together rather than trying to come out with shades for everyone and missing many undertones ☺️ I have a problem finding my undertone quite often and sometimes my shade. Many brands have large jumps in shades and undertones both 😒
Lenae Yawn
Lenae Yawn 9 days ago
mhmmmm not impressed, Tarte. The condescending tagline did them no favors. I bought the "hydrating" Shape Tape foundation a few months ago when it was on sale. I'm the lightest shade and it was an OK match, but I have drugstore foundations that match better. I'm not sure where they came up with the idea that the formula was hydrating, because that ish was DRY and I look super dusty every time I wear it. I might try to use it up this summer, but it will probably be too light. I hate the doe foot applicator for a foundation, so at least they wised up and put a pump on this new one.
Mercedes Lewis
Mercedes Lewis 9 days ago
I don’t think it is too political. They money we pay goes into someone’s pocket. We should choose whose pockets we want to line and in my opinion that should be folks who represent the right way. I buy from people who have been cancelled in the past but I choose to accept what I think is sincere and this was not sincere. It is a money grab.
paty l
paty l 9 days ago
alexa play sorry by justin bieber
Andrea Vega
Andrea Vega 9 days ago
It’s going to take some time for tart to redeem them selves (preferably more humble next time). In my option they came off a little “look at me! Look at what I did!” . This shouldn’t even be a problem in 2019! Makeup is suppose to make EVERYONE feel beautiful and confident. Keep doing what you are doing, I love they way you conduct your videos. I can always count on you for honesty.
Crystal Lampkin
Crystal Lampkin 9 days ago
For the longest time I wanted to wear foundation and never found my shade. Last year I found it in the Urban Decay All Nighter Foundation. There is no need to mix when other brands are doing a good job. Drug store needs to step up their game.
Genesis Trujillo
Genesis Trujillo 9 days ago
Wtf, I've always followed my qween since THE VERY BEGINNING but I never get notifs anymore and it says that I'm not subscribed these last couple of times ?? Has this happend to anyone too???
Isabelle Evans
Isabelle Evans 9 days ago
it annoyed me how they still didn't even apologise, they just said 'you asked we delivered' YOU SHOULD KNOW WITHOUT ANYONE SAYING ANYTHING !!!!!! JUST APOLOGISE
bonita brown
bonita brown 9 days ago
I feel you 100% on this review! I won’t be buying the foundation either... actually I wear yours The can’t stop won’t stop foundation LOL and the Lancôme teint idole 💛
ItsMichelley:3 9 days ago
I work at Sephora and a tarte representative came one day & asked if I’ve ever tried any of their products... I said “I would if y’all carried my shade” she turned red af lmao
Whit Renee
Whit Renee 9 days ago
Your trending #11 love you videos
Abbi g
Abbi g 9 days ago
it feels like that video with jackie just happened yesterday omg...
Elena Hoyer
Elena Hoyer 9 days ago
Wow, I did not know they actually used the excuse “winter time shades”... That is so stupid. Also I wish I had the wut perspective on 8th jerks that came crying back to me 😂
sweet little leg breaker
Honey, Our skin tone is the hardest to match We typically have to mix and match. So saying they didn’t have your shade, You’re surprised about that?
Angie Marie
Angie Marie 9 days ago
Love this ❤️
Mackenzie W
Mackenzie W 9 days ago
Can we also talk about how they totally copied Chateau Labiotte with their new wine gloss????
Brittany Alonge
Brittany Alonge 9 days ago
Is my girl getting slim?
Willie Vinson II
Willie Vinson II 9 days ago
Well looks who's trending?! This has been a strong topic a whole year ago and they still couldn't figure this out. Stay winning, Alissa!
SammyLPS And Holmes!
I’d like to point out that brands like Black Opal or Iman aren’t inclusive to light skinned girls. I haven’t seen anyone calling them out for it either.
BrownSinned Beauty
#11 on Trending. Yessssssss
Georgia Eva
Georgia Eva 9 days ago
There's this thing we say in Greece, "κατόπιν εορτής" which basically means after it was supposed to get done, just because someone complained. This is just that! (I mean I can't translate that accurately, greek people will know)
LifewithCupofJOE 9 days ago
I LOVEEEEE HOW UNAPOLOGETIC YOU AREEEE! i love that you feel how you feel, and you have voiced it! End of the day.. YALL SHOULDA DID RIGHT THE FIRST TIME...ITS 2019 CATCH UP MUSTARDS LMFBOOO
kmobowen 9 days ago
I'm so glad to see your face!
K Tuck
K Tuck 9 days ago
Honey you're trending 💕
Tracey H
Tracey H 9 days ago
Amen Sis.. good video!!!
Nic Andrews
Nic Andrews 9 days ago
So Tarte is still in the trash. K!
Daniel Tavares
Daniel Tavares 9 days ago
Girl, the ONE video on this foundation is harshhhhh yeas kweeeennnnn
destiny cantey
destiny cantey 9 days ago
You’re trending boo 🥳💛
Yadira De La Rosa
I think the gold one looks good on you.
chelsey brown
chelsey brown 9 days ago
Every brand wants to be all inclusive now 🙄 cause they see Rihanna getting her coin
Sesily 9 days ago
This feels forced Alissa! Lol...I can tell you were just being “nice” 🤷🏾‍♀️
plantbasedpaula 9 days ago
You’re so polite, such a good sport 🙌🏼 I completely stand on your side with this one
Shy B
Shy B 9 days ago
Briani Bell
Briani Bell 9 days ago
Loved the video !!!
Truth Hurts
Truth Hurts 9 days ago
It’s about ignorance, clearly they need to do some soul and shade searching..how else would they know how many tones there are if they aren’t continuously taking notes. It’s an endless variety of beauty out here🙌🏻🙌🏼🙌🏽🙌🏾🙌🏿
Matt Thompson
Matt Thompson 9 days ago
I bought this on the first release. I literally don’t use it because it tingles my face too 🙄 I used it on a friend and she felt the same!
Ain Nurul Amira
Ain Nurul Amira 9 days ago
Alissaa I love your mystery makeup monday!! Can you do it more and more !!
This is why Fenty is amazing.
B 9 days ago
They aint getting any of my coins
Maya Jackson
Maya Jackson 9 days ago
I find that if u know more about all shades that you will find you can actually use five Shades create one. Honestly don't have to look for a particular shade Brown to fit your natural tone
amorses 9 days ago
I’m just here for Alissa. It’s like most companies realized “wait black ppl wear makeup” and just throw shades together they think we come in 😂😂
Classyh K
Classyh K 9 days ago
Ditto to all your remarks. I am of a different tone and color than you, Alissa, and may find a match with Tarte...HOWEVER, I have sensitive skin AND I have mature skin so...yeah I am with my sistas on the side of "NO". Thanks for the face sacrifice to review the product. We love you more than words.
Tony Torres
Tony Torres 9 days ago
MAC has had shades and been inclusive for years, why does everyone swear fenty started a shade trend
Margo Kafka
Margo Kafka 9 days ago
Why could you not go to a darker shade but the right undertone and brighten it up with concealer?
Amber Tucker
Amber Tucker 9 days ago
Alyssa was like "Thanks, but no thanks. Still cancelled." 🙌
Raven Richardson
Raven Richardson 9 days ago
“These are winter shades” releases deeper shades in winter 🤦🏾‍♀️ good job Tarte
Ariel Rickers
Ariel Rickers 9 days ago
I fr don't get foundation swatches. Why are some of the light shades with the dark shades? Like the second to last when she was showing the shades. 8:17
DashxFlash Italian Greyhounds
Mmmm I don’t like this review at all. I complete understand where you are coming from. But honestly those shade matches were pretty dam good. Especially when you dress it up with your full routine.
Christina Marie
Christina Marie 9 days ago
By looking at the swatches ...I feel that they did step it up, I dont get the pickyness...not every foundation carries an exact shade for everyone. I may not be a beautiful black woman but I do have a difficult time finding an exact shade for me at times. Tarte made a mistake and tried to make it right.
Charles Petka
Charles Petka 9 days ago
No no no no!!!! How disappointing!! C’mon tarte??? I have reactive skin!! And I will not be trying!
Laurie Aiello
Laurie Aiello 9 days ago
I can't even believe that they think its ok what they are doing.I never tried it and have no intentions on spending my hard earned money on this crap. You shouldn't have to mix two different colors. I can't afford to buy two of the same product to mix.
Tee Dubb
Tee Dubb 9 days ago
Octavia Olmo
Octavia Olmo 9 days ago
Your face when you say "Mahogany" takes me OUT. EVERY. TIME. 😂
Tsai Tee
Tsai Tee 9 days ago
Okaaaayyy... So what should a brand do post making this mistake? Do nothing ? Not acknowledge anything? There's no pleasing anyone.
Ashli J
Ashli J 9 days ago
Good for them but I can’t ever support tarte.
AlwaysBria 9 days ago
TaySaidIt 9 days ago
No lies spoken. I’m glad they expanded but it is too late. My recommendation is to hire more POC & remove those apart of the original launch.
Ashley Aguilar
Ashley Aguilar 9 days ago
Bitch r how u so cute 😂❤️
Jessica Mabry
Jessica Mabry 9 days ago
And how fucking sad is it that they specifically reached out to you like they did something big and STILL didn't have your shade! What the actual fuck?! You'd think they would've at least had a bomb ass match for you and Jackie to make themselves look good in PR!😄😄
Hazel Sharper
Hazel Sharper 9 days ago
“And that’s just that on that” YUP .
Jessica Mabry
Jessica Mabry 9 days ago
Tarte should've just let this foundation die. They obviously don't have the knowledge/ information it takes or the desire to put out an actual good shade range. On top of that, the formulas suck. They did good with Shape Tape, they should just work on extending that range and move on. I totally won't be supporting this launch in any way.
Hannah Reimer
Hannah Reimer 9 days ago
LMAO I love how they assumed everyone on Earth tans in the summer 😂 girl some people got JOBS I ain't got the time for the sun 😭
Briana Leal
Briana Leal 9 days ago
Yesssssss girl!!! You have me emotional over here. As a Latina in the beauty community I 1000% agree. Makeup brands need to be including more shades from the being. Good for you using your voice and your platform to be acknowledgement to these problems.
mnd_ Nat
mnd_ Nat 9 days ago
“We should have been included from the jump” come on miss Ashley!!!!
Daphne Bondu
Daphne Bondu 9 days ago
I agree with you 100%! Once you do me wrong, there is no coming back!😝
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