You know how the saying goes: Good things come to those who wait. And now, the patience of tarte fans everywhere is finally paying off. The brand, beloved everywhere for its best-selling Shape Tape concealer — amongst other cult-fave beauty buys — is relaunching its Shape Tape foundation to perfectly complement the iconic concealer. Very soon, you'll officially be able get your hands on tarte's new Face Tape foundation — and it's getting a serious upgrade from its first iteration.
Tarte's Shape Tape Contour Concealer has held the title of America's top concealer practically since its 2016 launch, making it the crowning glory of the cult-loved beauty line. On Feb. 5, the brand announced a complementary foundation that promises to provide everything fans love about its cover-up counterpart — from the creamy, hydrating formula to a long-lasting matte finish — and fans won't have to wait long to try it.
The new foundation, $39, will officially launch on the brand's site and at Ulta on Feb. 17, and this time, tarte really tuned in to its fans needs. “My team and I really wanted to give our tartelettes everything they love about our shape tape™ concealer in a foundation," Maureen Kelly, founder and CEO of tarte cosmetics said in the product's press release. "From the texture and matte finish to the new pump applicator and 50 shade offerings, we believe this new formula delivers on all the things you wanted in a foundation.”
That's right — not only does the formula mimic Shape Tape's much-loved formula (for a matte-yet-hydrated, brightened complexion), but it also comes in a diverse range of 50 shades and five undertones. The pressure has been on for beauty brands to offer up a wider shade selection, and it's promising to see tarte take up the challenge to give consumers a color range more reflective of reality. The brand also recently upped Shape Tape's shade count to 30, so it's safe to say tarte's catching onto the idea of shade inclusivity at long last.
And now that you're much more likely to find your perfect match in the Face Tape foundation's range, you'll also be able to reap the benefits of the formula's skin-loving ingredients. Unlike the matte foundations that can leave your face looking cakey by midday, tarte's new foundation is filled with high-performance skin-helpers like hyaluronic acid, snow mushroom extract, and apple fruit extract, all of which work to keep skin looking supple and glowy for up to 12 hours — no creasing, caking, or smudging in sight.
On top of that, the vegan formula will be bottled in pump applicator packaging for super-easy application. One or two pumps, dabbed onto skin with fingertips or a damp makeup sponge, is all you need to achieve a full-coverage face that'll withstand whatever your day throws at you (it's transfer-proof, waterproof, and sweat-proof, so you're covered no matter what). Use it alongside the Shape Tape concealer to complete the look.
Whether you're already a longtime fan of tarte's top-selling concealer, or you're just in the market for a new matte foundation, the brand's Face Tape foundation seems more than worthy of a try. Check out the soon-to-be launched product on tarte's site, below, and mark your calendars for Feb. 17 to find your perfect match.