Tarte Cosmetics launches shade extensions for beauty inclusivity

By

Cassidy Mantor

Published
May 31, 2018

Tarte Cosmetics has expanded its Amazonian clay foundation range from 25 shades to 40 and its concealer collection from 14 shades to 30, doubling the range of tones for the brand's hero products.

Founder and Chief Executive Officer Maureen Kelly said in a statement, "we're so excited to share our widest array of shades yet."

With the shade extension, Tarte adds 10 new shades in the tan to deep range for foundation. The extension brings the total tan to deep shade offerings to almost half of the total foundation assortment. 9 of the 16 new shades of concealer are also for the tan to deep range, bringing the total tan to deep range to nearly half the assortment as well.

Tarte's influencers chimed in offering praise for the brand's inclusive approach to beauty and were cited by the company in a release.

Bangladeshi-American beauty influencer Nabela Noor said, "This is a win for every single person seeking representation and inclusion and a reminder that your voice matters. From diversity in shade, gender, religion, age, and size, Tarte is demonstrating through these launches that they listened and will continue to do just that."

Another influencer, Osob, added, "It's so exciting when a brand values their customers' feedback so much that they actually take action. It makes it that much more important to use our voices as women of color. I'm so happy with the diversity in this launch and I'm glad tarte took criticism and made a positive change."

Tarte also introduced a fifth undertone developed for golden and olive skin tones, and will launch shade extensions for other foundation and concealer lines, as well as for its SPF Rainforest of the Sea water foundation later this year.

Tarte's shade extensions have launched online. The e-commerce launch will be followed by an in-store launch in July and August.