Tarte Is Launching a New Face Tape Foundation in 50 Shades

Tarte has a new addition to its Shape Tape family. The Face Tape Foundation ($39) is a matte finish foundation that the brand promises will wear up to 12 hours while being water- and transfer-proof. It will be released in 50 shades and five undertones, and the brand hopes the launch will address customer concerns.

When Tarte Cosmetics released its first Shape Tape Matte and Hydrating Foundations, it was met with backlash for its limited range. "I read thousands of comments, and at the end of the day, the answer [was] there," Tarte founder Maureen Kelly said to those who attended the brand's launch event. "If you just listen, read, and watch the videos, [consumers] will tell you what you did wrong." To choose the specific shades and undertones, Kelly said that Tarte put together a panel to "make sure that [they were] really getting a great breadth of feedback." She also mentioned that the original launches will be pulled from shelves.

Apart from the shade range, updates to the new foundation also include a pump dispenser (different from the original launch's doe-foot applicator). Ahead, see the new foundation, which will hit the brand's website and Ulta on Feb. 17.