TARTE COSMETICS HAVE built up a bit of a cult following thanks to some seriously snazzy product offerings.

They boast a range of super-pigmented eyeshadows, lengthening mascara and their beloved Shape Tape concealer is the best selling concealer in the United States.

So, naturally, it made sense for them to come out with a Shape Tape foundation.

The foundation comes in two finishes – a matte format, and a hydrating alternative.

While people were initially excited about the launch, a now-deleted image showing swatches of the foundation left fans less than impressed by its shade range.

Notice anything about this picture?

The brand received a lot of flack over the foundation’s shade selection online – so much so that they turned off comments on their Instagram post announcing the launch.

People were also surprised, given that the success of the Shape Tape concealer is largely down to the fact that they extended the shade range.

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The brand have since released a statement, saying:

You all know by now that we revealed our much-anticipated Shape Tape Foundation . . . & the final shade range that we launched was definitely not a full representation of all of you. It may be too little too late, but we can assure you this was not meant in any kind of malicious way.

We wanted to get the product out as fast as possible, and we made the decision to move forward before all the shades were ready to go. We know there is no excuse & we take full responsibility for launching this way. We lost sight of what’s really important in this industry, & for those who feel alienated in our community, we want to personally apologise. We’re doing everything in our power to bring those unfinished shades as fast as we can, at any cost.”

Ten more Shape Tape Foundation shades are in the works.

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