They need to rebrand. They need a new direction product creation wise and creatively because even their images look dated. Who are tarte products for? Envision that person. They're very specific. They don't appeal to a wide enough audience. And tbh - make-up is such a visual industry and they look and feel so dated from the launches, the product images, the campaigns. You don't look at that and think this is up and coming, trendy and beautiful. I think the packaging for the new bronzers is BEAUTIFUL (from the outside, that mirror is weird) but everything else is stale. It feels like a brand for women 45+ trying to appeal to 16-35 people.
I was in a Dilemma today with Tarte because they just ran the same fantastic $63 for 7 full size products . But every time I came back to a RUclips to check my community feedback I just can’t even purchase. Going with Boxy charm instead I think. But wow Tarte copies Mac cosmetics $63 sale for 7 full-size
I honestly feel that the biggest contributor to Tarte’s downfall was the fact that the launch was so PUBLICLY BAD that influencers couldn’t just openly not give a shit about brown people in the beauty community, and not risk getting guillotined All their little tired excuses they used the past like oh “they have to test the water with shades before they expand it” “its really hard for these multi-million dollar corporations with thousands of employees to do the research to come out with a lot shades and undertones” and the fan favourite “darker shades just don’t sell so why would they make them” And then Fenty beauty came out with 40 shades from the jump, the darker shades were literally sold out for like 3 months straight everywhere, newer brands were coming out with fire complexion product colour ranges, established brands were all of a sudden able to get their act together, those tired excuses couldn’t hold water anymore because people finally had hard evidence to realise the amount of bullshit they’d been fed for years. Black and brown people have been talking about this stuff for eons but now anyone with half a brain and two eyes had absolutely no other choice but to stop licking these damn companies’ boots
Cas Q I think Fenty was a catalyst for the downfall of a lot of the older it brands. I also feel like the rise of brands like nyx and color pop who sort of try to be inclusive and are half the price are another reason as well.
i don't know if you may have seen this or not but a youtuber named amandabb has done a video recently on conspiracies in the beauty community, and she talks about how brands spark controversy by releasing a weird (or barely existent) shade range. you might be interested in that so i wanted to let you know
ava c it would surprise me if they did that. That old saying no publicity is bad publicity. Stirring the pot means they are talked about more. You could look at the Donald Trump election. Because he did so much racist, bigoted, crazy shit he was all the news was talking about. He was all social media was talking about. He was the more popular candidate because of that. I hate him I hate what he’s done to America I hate his policies, but the man has always known how to use the media and stuff to his advantage.
My biggest problem with how tarte tried to “fix” the shape tape problem was how their campaign was like “here damn” with the shade expansion. At least that was the vibe I got
Best believe I will NEVER purchase Tarte again. In addition to their blatantly discriminatory shade ranges, I had an issue with their customer service when a rep told me that one of the melanin shades for a product I used to used was discontinued because it was PROMOTIONAL ONLY. Oh so the deeper shades are promotional but the fair shades are available year round...?
Tarte was bought out by a Japanese conglomerate about 6-7 years ago, then literally the following year they changed the blushes and it continued to go downhill from there. They really misread the market and tried to create products with the type of pigmentation (low) and colour profile (very light /milky) that would do well in the Japanese Market, but definitely will not work for a multi ethnic demographic, hell, even mega iconic Shiseido revamped and expanded their colour cosmetics to make more headway in the western market. The shape tape fiasco was just the feather in the hat, and now they've swapped out innovation for gimmick and no one's here for it, I started to touch on this in my spring sale recommendations video and then just left it alone. Maureen wasn't the most inclusive when she was heading Tarte, but they've really run the brand she built into the ground.
I had no idea they were bought by a Japanese conglomerate that makes sense. Shiseido was smart in expanding their shade range for Western consumers. I've been meaning to try it since they launched it
Well, what happened was we as black women had always worked with the shades. But it was shape tape foundation that was their downfall because that September, RiRI came out with her line and black women saw that it could be done. Especially when all of these makeup companies started to shade RiRI and RiRI retweeted them and had a great clap back. Like MUFE the day after RiRis midnight launch tweeted that they were the first people to do what RiRI did but RiRI tweeted back that their shades were ashy. So whe n black women saw that it wasn’t as hard as these companies told us to make our shades, we demanded more from them and for the most part, Dior and others stepped up BUT TARTE DID NOT. That arrogance got to people. And their response was “we will have more shades in the summer when people tan” which made no sense because black people are dark now and we are going to get darker later too. If you don’t have shades for us now, what are you going have in the summer for us’?? And I still am not purchasing TARTE.
lmao FACTS. I HAVE NEVER PURCHASED A TARTE PRODUCT. i did purchase too faced foundations when they collaborated with jackie aina on the extension of their shade though. tarte NAW I'M GOOD ON THAT. they are like the girl who was popular in high school but they no longer matter at the ten year reunion.
Benita Angela Exactly!!! That was the disrespect. That was what Jackie Aina and Alyssa Ashley we’re talking about that they didn’t get. After Fenty came out, everyone was put on notice. RiRI let us know it ain’t hard to do so now we all know that if you don’t put out our shades, then you on some bullshit. TARTE decided they didn’t have to do that, put out THREE possible brown shades and I say possible because ain’t nobody seen undertones like grey, bright orange and red red on black folks, so they were called out for it. Then they had another bs excuse that they will add to the line when people get darker... meaning when white people get darker. So no, keep your makeup. It wasn’t groundbreaking...
Tarte was always on the edge of irrelevancy. Shape tape concealer was the product that kept them from being pushed off the edge, however, it was all over with the shade range for the foundation. If I remember correctly, the shape tape foundation was also the first foundation launch from a brand post Fenty launch. This is where the outrage for lack of shades truly took over make-up. Tarte just happened to be the first casualty.
i’m 19. whenever i talk about makeup with my friends we talk about colourpop, fenty beauty, maybelline, urban decay, juvia’s, etc etc. if there is any mention of tarte its along the lines of “oh my mom uses it” or that we’ve never tried it. I see tarte in ulta and walk straight past it. If tarte really wants to make a comeback they need to start branching out to different audiences and actually see what consumers want from them and instead of what they think their consumers want. (i think you talked about this in your video and if you did i totally agree with you.) It’s time they stop living in that little box.
To me Tarte didnt fall off because of the shade range. It was the brand trips without that many poc and Tarte deleting comments of people voicing their opinions.
Remember when tarte did an April fools of the “icy betch” palette and everybody was like “omg yes this!” And then when they decided to launch something similar, it was not as cute? Lol why didn’t they listen to everybody saying yes this?
Tarte definitely isn't That Girl anymore, and the products they've released recently don't really seem to do a good job of keeping up with trends anymore. Body glow was in? Tarte didn't release a body illuminator. When everyone was dropping dewy foundations, Tarte released one. But their foundation was the only one of the hydrating foundations that oily people couldn't make work at all (based on multiple reviews and my own experience 😩). I will say, they recently released a cream bronzer in a deep shade that actually looks DEEP, and I'm intrigued. But, the deep shade is only available from Tarte's own website, and I'm sooooo over brands releasing products and putting every shade except ones for deep skin in retailers. I just can't support that nonsense anymore. Also, shape tape was never that girl. The shade range was crazy limited for the longest time and it may have opaque coverage, but it is one of the cakiest looking base products ever.
Tarte and Too Faced are exactly the same brand to me, I genuinely get they mixed up. They're both so boring. At this point, even if they did come out with something I would actively avoid it
I’m super glad I’m not the only one. To me the only difference is too faced is a little more creative. Their products however are inconsistent and traaaaaash.
Jazzmine Leigh Yeah, but I’ve found if you step outside of RUclips, the larger makeup community mostly likes what we consider boring. I used to wonder how some brands stayed in business, but I had to realize RUclips is just a small part of beauty consumers. You can get lost here and start to think RUclips IS the beauty community. But it so isn’t.
I still don’t and will not have the most talked about “shape tape concealer” of the decade. Not supporting brands that don’t support us! I loved when Shayla cut ties with them too.
I don't think they can make a comeback because they've already set the tone. And indie brands are on the rise, pushing hype towards the brands that aren't carrying that baggage. Plus Tarte is so boring to shop. Icy Betch was their most interesting launch yet and they missed the mark on something that they had already created concept on that was pre-approved by the public. How???
Mmmhm, I knew they would. You can’t sell four-five Walmart colors in a palette for $50 and they all have 0 pigment. 🤨 Those Walmart holiday makeup sets slap harder ISWIS
The flow you’re talking about is STRONG branding. Tarte is a brand for white women, they tried to do that exclusive marketing as shown with their brand trips with only the top white influencers and people weren’t buying it anymore as inclusivity became the preferred form of marketing. My fav brands are fenty, Nars, pat mcgrath
I think I remember you saying or tweeting that you majored in PR or marketing in university, I did too and I have to say I was nodding and practical yelling yes throughout this whole video. You hit every point on the head girl and it makes me wonder who is behind the scenes of this company because the window for change has closed and it’s going to be hard to get people excited about what they do now. I’ve been in situations where the corporate side of a company is just so out of the loop that they figure as long as the company doesn’t go broke they’re good but Tarte could have been so much more and they will need to be to compete with these new brands. Excellent video!
Tarte has been tired for the better part of a decade relying on their Amazonian Clay blush and eyeshadows just like Urban Decay relied on the Naked collection. The only difference is they stumbled into success with the Tarte Shape Tape in 2016. It's clear that they thought it would be just another launch, because they made it part of a Double Duty Ulta exclusive collection that was alongside their Sephora exclusive Rainforest of the Sea collection. Now the skin trend is more dewy and a natural coverage. Tarte Shape Tape marked the end of an era for me. I threw it out with the remaining "blinding" highlighters I had. 😂
I think people aren’t consuming as much makeup as we were back in the 2016-2018 days. I think we all realize we don’t have to keep buying the same stuff, but different brands. Ya know?? Like how many neutral eyeshadow palettes can I buy?? Oh, and they all seem to have that random pop of blue 🤣
I don’t think Tarte can make a comeback because everyone regardless of race is bored. I have never owed a Tarte product because bluntly it’s for light complexion. I feel like Too Faced is one of the few brands that can make a comeback. They need to stop with the childish packaging, drama, and scented eyeshadows. The fragrance makes it cheap.
I definitely agree that they started falling off before the foundation mess,....everyone lied about the shape tape concealer. I haaaaaaaaated it lol and that Rainforest of the Sea? Smh. Same eyeshadow palettes with maybe 2 or 3 different colors
same, i bought it (and shipping to australia is STEEEEEP) and it was so disappointing.. like, my undereyes are the one area of my face that isn't dry, and it looked like a desert.
Great video! 😊 Of course Tarte’s lack of inclusivity is a shame and not genuine as you said, but one other thing that bothers me about the brand is they use “natural” and “vegan” as buzzwords, not an actual moral compass of the company. I feel there are lots of up and coming businesses and small business that truly care about the planet. I feel Tarte does some things here and there like donating some money to the Amazon rainforest, and that was good, but they started off as a “all natural” brand and didn’t commit to that, adding to your point of lack of consistency.
Lmfao. “Uncooked” 😂 Honestly Tarte has ALWAYS been the most white washed/bland brand in the industry. I wasn’t surprised by the shade range for the foundation. I couldn’t understand why everybody was dumb founded. Every black girl uses sand tan 😂😂 the concealer shade range/under tones was trash too 🤷🏾♀️ I’ve never gravitated towards their products 🤷🏾♀️ even the blushes 🤦🏾♀️ and I started wearing high end makeup between 2013-2014.
Jas Lleayanna yeah the concealers was only good if you wanted to brighten your undereye area. You could never use it to just match your skin in that area.
I boycotted Tarte after their foundation launch. There are other brands who actually care about my black dollars. No need to beg Tarte to give a damn about me
Yes! I remember the only RUclipsrs I noticed talking about shade range consistently were youtubers like Jackie Aina... then I’d watch other random popular youtubers who started saying in their popular foundation/concealers reviews, “Yeah this shade range kinda sucks and isn’t inclusive.” It became trendy to say that a brand had a bad shade range but a lot of yts saying that didn’t actually care.
That's the same exact way I feel about Colourpop. I used to love them and I still love their products, but their site has gone downhill to me. I think they were really flourishing with their single shadows, lip products, and highlighters. And then they got rid of the key shades/colors.
“Do we remember the tarte april fool’s palette” we ALL remember. And they were dumb asf for not just creating that exact palette even though copycats came out because they created the buzz in the first place. Their core aesthetic of nature, simple, and rich colors could be done *so* well if they stopped trying to do such catchy, random releases. Like the rainforest of the sea line could be utilized better. The foundation and concealer are great, there’s a market for hydrating complexion products and I think they were ahead of the game there. Like maybe a couple limited edition products where proceeds go to rainforest preservation and wildlife, I know I would personally be all over that. Creating a luminous blush formula. They need to lean into their aesthetic much more and simplify their products. Leave the clever names, bright packaging, etc. for sugar rush. That’s why it’s there. The problem also is that the things they are releasing aren’t even that good. Because even if they were releasing some random, non-cohesive products people would still be all over it if they performed incredibly. Part of me is really rooting for them to get back on track because of how much I coveted them 5-6 years ago. Edit: phrasing
They haven't changed! Even their sugar rush collection has about six different packaging looks and none of them make you think of sugar. They advertise sugar rush as "packing on the sprinkles". However the Sugar Rush packaging is of a surf board, a cassette tape, a beach ball, caution tape, fruit, a bee hive, roses, holographic rainbow. I was highly confused.
Fenty Beauty def gave the girls (consumers) the voice to say I’m not going to “make it work” anymore. Fenty didn’t hit every shade on the premiere launch but it was a bomb enough shade range to where black influencers decided to demand inclusivity from companies. I feel Tarte was one of those brands that was like “well we didn’t need to be inclusive before so we don’t need to now” n it shot them in the foot Bc even non black influencers demanded the same things so they lost a VARIETY of consumers
“Can we not be Boo-boo the fool today” lmaoooo it’s your deadpan delivery that gets me every time. Lmaooooo with that being said Tarte is not only boring but ashy af, bronzers -ashy, blushes-ashy, eyeshadows-ashhhhhhyyy . When they do launches it’s underwhelming. Trash 🗑 ........also also the call out of the influencers and their lobbying knowing dang well they dgaf about no deeper shade range 🙄🙄🙄🙄🙄
Ha glad you mentioned their instagram page. I had paused the video to go check out their page as you were talking about the bronzers thinking I would see something. But nope, the page just didn't appeal to me and maybe that's what they are going for. I am just not their target customer. Even with how popular shape tape was, I didn't have the urge to get it because I felt like many of their products just didn't do it for my complexion.
Ok, I promise you’re over there prophesying😆 because I was JUST saying I miss some of Tarte’s items (and it’s a sentimental brand because they provided products for 1 of my 1st magazine covers). But I just can’t bring myself to buy again, even with a Pro discount, ever since the way they handled shape-tape-gate and a few other cheapening moments. Maybe one day 😩. Now let me go watch what genius you’ve filmed this time.
I don’t they haven’t change like you said (when you go look into their Instagram page ) I don’t think they want to be part of the conversation... I don’t see them wanting to embrace the many changes in the beauty industry ...
If we are being honest, tarte has never been that girl. Their PR sucks, the palettes are ashy, I personally didn't like their concealer. I truly don't remember the last product from them. (beside the 1 concealer I brought to try). In my opinion, they never been POC friendly so I never cared.
Not gonna lie I really like these analytical videos. In terms of analysing trends and basically having your own reasoned opinion as to your stance on a brand. I would definitely like you to talk about the bronzer situation as well. Cuz my dark ass cannot get one 💀band the last one I bought was not as dark as the website 👀
iirc Amandabb, in her vid on makeup conspiracies, talked about how these foundation launches have bad shade ranges basically on purpose bc it garners attention to the launch and gets more influencers to review it, and then they're ready to launch an "updated" shade range a month later. it reminded me of Peter Coffin's vid on manufactured outrage, which is a very pervasive marketing tactic. suffice to say, I agree with you that I don't think it was the Face Tape foundation launch that hurt Tarte's reputation. They needed to manufacture some outrage for that launch because the brand's reputation was already low. I think what makes Tarte so unappealing is because I imagine Tarte users to be 20-somethings who wear basic makeup but don't take themselves too seriously so they like the kitschy, tacky branding and packaging. Once upon a time, that makeup user was cute and quirky, she was the popular influencer etc... Nowadays, that style is just out of style. There's nothing chic about it. Brands often market themselves as being pro, sophisticated, sleek (NARS, bobbi brown, natasha denona) OR colourful and fun, inside and out (colourpop) OR minimal and chic (glossier, milk) OR even edgy and cool like melt and fenty Even Too Faced, who doesn't have a consistent brand image, can market their products better. Look at the latest foundation shades inspired palette + the face products in the collection. More subdued and elegant. Then look at their Palm Springs palette or Pretty Rich palette, which are much different but marketed well. (not a Too Faced fan btw) Basically, Tarte's downfall is not honing in on their brand image and ideal consumer. They continue to market to a consumer who is not stylish or appealing in this current market, even if she still exists to buy their products. /rant
I agree with you 100%von Tarte. I also think that we went through a concealer moment & we got a lot of great concealers to compete with Tarte that weren't as drying. I also think their brand identity is very blah and neutral. They would have to completely rebrand.
It’s really interesting watching these videos because I used to be SUPER into makeup from like 2015-2018 then I kinda stopped paying a ton of attention to makeup in 2019 to now so seeing that some of these brands fell off is wild. The biggest surprise to me was ABH
I thoroughly enjoyed you breakdown of this information. I felt like I was in a formal presentation and this was well worth the listen! I know personally I have only purchased one product from Tarte, and that was the Amazonian Clay Foundation, YEARS ago...lol. I haven’t felt that connection with any of their other products. I think they can make a comeback if they would be more open minded in their approach to creating products that WOC actually see themselves buying and using. We don’t have money to waste on products and brands that act as though they could do without us.
Honestly I stopped buying from Tarte awhile ago (just stopped buying their stuff. I prefer other brands now, feel like I’ve grown out of the brand) and I thought this video was very eye opening. Thank you for making this video, very in depth and a good conversation. I gotta follow you on Twitter!!
Ah I know this is an old video but I enjoyed it! You’re totally right. Tarte and a lot of these other brands seem like they’re pandering and oftentimes doesn’t seem genuine. Tarte is like a higher end version of almay in my mind but I guess they’re set for LIFE because of that concealer. Anyway I love your videos and you look amazing PER USUAL 🥰
Went on Sephora and looked at tarte cosmetics two weeks ago. I do not own tarte even before the outrage, (since to me they’ve never been inclusive)I like clean products and I try to incorporate them in my collection but as a dark skin black women it is a bit more difficult, tart is still on the same bulshit. They only do the bare minimum,they will not get any of my black coint any time they decide to throw us a bone.
Hey Girl, please keep the videos coming. Also, please try the new Tom Ford Foundation. Girl, I know that it’s hella expensive but it it honestly the best foundation that I had tried. I have never had a foundation that matched my complexion so well. I can honestly see a difference in my skin.
I feel this way about several brands that were hot around the same time. Tarte, It and a few others. The funny part is many fell off after they were bought out for billions of dollars by larger companies. Too Faced floundered after Estee Lauder purchased them they're still trying to recoup. I think I am going to talk about this too. Thanks.
It's funny that you posted this because I was at Ulta the other day and was thinking the same thing....in the Tarte section they have a bucket with little cutesy mini products with the advertisement "5 for 20$" and it's very clearly aimed at kids. Obviously Tarte was betting on little kids in Ulta with their mom to beg them to do the 5 for 20 deal & the mom is like whatever it's a lot of product for an okay price. You are spot on about the money grabs!!!!!
The ST Concealer had a horrible range of colors too! I didn't like a really bright highlight and I had already found shades that I liked from LA Girl, Maybelline and ColourPop. I actually brought all of my concealers to the store to swatch! Everything was too light or ashy. There was maybe 2 colors to choose from and 1 was a bit to bright and the other was too dark. It was probably just me, but other brands has a much better distribution of colors than Tarte. That brand hates dark skinned people i swear. Lol
their concealers have a really good range at least imo (i'm fenty 445 and use deep in their concealer: it's pretty much a match for la girl toffee)and I've got a lot of shades to choose from) they go pretty deep
@@sungexpression9093 I think they've had a shade extension? I went to look around 2016 I think? I'm Fenty 410 and comparing the ST to what I already had, none of the shades matched. But also, Ultas in my (predominantly white) area tend to not carry all the shades a brand has and they normally cater to lighter skin tones so that may have been another reason I never found a shade 🤷🏾♀️
MK-Panda that’s possible. Undertones also are a factor. Shanygne did a review of deep way back when which is my shade. They added expresso which is darker than mahogany which nyma tested. I feel like their shade range for their concealer was decent/workable which is why people were raving about it and awaiting the foundation launch which was horrific.
My very foundation was the Tarte Amazonian stick. I liked it so much that when I decided to get a liquid foundation, my first thought was Tarte, but their liquids did not come in my shade. So I spent time that day going through everything on their stand in my Sephora and realized that, in most cases, they didn’t get much darker than me and I’m Alissa Ashley dark. That was enough for me to stop supporting them; three years before the foundation debacle. For Tarte to make any kind of comeback, they need to remove the marketing team responsible for the foundation rollout and consciously make an effort to add POC to the new team so that they don’t continue to be tone deaf. They need to add POC to their product development team and actually listen to their input. They definitely need to figure out how to release 15 shades with a better gradient if they can’t manage 30 shades at launch.
Based on some of these comments on how some of their products are looking, they don't deserve to make a comeback. Doing the bare minimum ain't gonna cut it and it looks like that's what they're comfortable doing. Also, I'd LOVE to see that video on how these brands catfish us with the bronzers. lol
I saved up for the Tarteist Pro palette. Sure, I thought there were three sidewalk chalk colors I'll never use. But the metallics were pretty. Then, I tried 4 of the mid value colors and they all make me look like I have pink eye. The shape tape concealer is just ok. Like Shanyne and others here are saying, there's just too many brands that are doing a great job, in general, but finally providing real choices for people of color.
Recently I heard Norvina bought a very expensive bag to a problematic drama channel creator that many people dislike. So that put the brand in hot water.
@@cary1063 norvina has done a ton of crap. She is the one running the brand into the ground. She wants to be an influencer and a brand owner. And she sucks at both
I was done with Tarte when they released the Clay Play vol. 2 in the same packaging and didn’t even change the shade names, even though they completely didn’t match the new colors. Vol. 1 is still something I use all the time. I also still love Shapetape and their chrome pot shadows. Luckily, I still have all those products stocked up. Who is still buying It Cosmetics though?
Don't mind me...just binge watchin...I can neva get enough, I agree with you about Tarte...I never really liked them as a brand from the beginning, what was the type?🤔
Okay, finally at the end of the video, lol. The only way I can see Tarte coming back to any sort of prestige is by cleaning house internally. Get rid of the people who decided to keep rereleasing the same old tired mess. Get rid of whoever thought only having one key product (shape tape concealer) was good enough to keep the brand afloat. Get rid of *_everyone_* involved the the flaming dumpster fire that was the shape tape foundation launch (from trying it with that PopSugar article, from releasing a "random" give away to flood the comments with positive things and keep questions about the launch out, etc) Literally start fresh with the creative directors and their teams. And hopefully hire people who can *_read the damn room_*
I took Shape Tape concealer back to store. Tarte is not Black Girl friendly at all. I did buy the Makeup By Shayla X Contour palette and that wasn’t good either. I don’t recall her using her own palette as much. So, it’s over for them.
I don’t normally be checking for tarte so i will continue to do so. I don’t remember tarte ever being that inclusive anyways. Maybe the blackfishing girls complaining about needing a darker shade range to support their obsession will be enough to cancel brands 😂
Well, answering your question I thing that the things they have to do in order to try to regain the audience attention might be the following: first; they have to disassociate completely from anything related to the words “shape tape” I know the concealer is their biggest hit ever, but they spoiled it with all of the fiasco related to the foundation so, whenever people hears those words, the good “shape tape” times are not the first thing that comes to people’s minds but the ugly “shape tape” era with the launching of the foundation, so, to get rid of that entire line and everything related to it might be a good way to rebrand, once people (if they do so) stops to immediately relate the brand with the line, they can make a fresh start by, like you said, to hears people’s needs and expectations from the other brands and fill the market holes with all of the stuff that the other brands are unwilling to provide, that way they might gain people’s attention the same way they did it with the shape tape back in the day, by giving just what is required the way that is requested by the audience and no more, after that they can start maybe with fresh ideas and put them out to the market, also trying to make already existing ideas better, like Fenty did with shade inclusion or colour pop with the pricing and availability, but as you said as well, with an extra effort regarding cohesion whether if it’s on the product itself, the components and the marketing, to get that bold perspective that consumers have from another brands, unlikely like nowadays that they seems to cling to everything no matter what it is to continue in business.
They need to rebrand. They need a new direction product creation wise and creatively because even their images look dated. Who are tarte products for? Envision that person. They're very specific. They don't appeal to a wide enough audience. And tbh - make-up is such a visual industry and they look and feel so dated from the launches, the product images, the campaigns. You don't look at that and think this is up and coming, trendy and beautiful. I think the packaging for the new bronzers is BEAUTIFUL (from the outside, that mirror is weird) but everything else is stale. It feels like a brand for women 45+ trying to appeal to 16-35 people.
I was in a Dilemma today with Tarte because they just ran the same fantastic $63 for 7 full size products . But every time I came back to a RUclips to check my community feedback I just can’t even purchase. Going with Boxy charm instead I think. But wow Tarte copies Mac cosmetics $63 sale for 7 full-size
I'd fire theres and Urban decays production team
Before anyone asks yes it’s the Jackie Aina palette 😂😂😂😩😩😩😩
Too Much Mouth I swear the Givenchy concealer is the same shade with 10 different undertones... even the advertising makes the shades look darker 🙄
uirefiuhf I scrolled down to the comments so fast, just to say that 💀
Too Much Mouth keep showing us the looks, you inspired me to try the bold colours in that palette
Too Much Mouth sis WE know! Lol ❤️❤️❤️❤️
I knew it 🙂
The funniest (saddest) thing about the shape tape foundation launch is that ALL of that had the _audacity_ to go down on MLK Day 😂😂😂
uhh uh uh, MLK did NOT fight for equality for Tarte to pull this on his birthday
I honestly feel that the biggest contributor to Tarte’s downfall was the fact that the launch was so PUBLICLY BAD that influencers couldn’t just openly not give a shit about brown people in the beauty community, and not risk getting guillotined
All their little tired excuses they used the past like oh “they have to test the water with shades before they expand it” “its really hard for these multi-million dollar corporations with thousands of employees to do the research to come out with a lot shades and undertones” and the fan favourite “darker shades just don’t sell so why would they make them”
And then Fenty beauty came out with 40 shades from the jump, the darker shades were literally sold out for like 3 months straight everywhere, newer brands were coming out with fire complexion product colour ranges, established brands were all of a sudden able to get their act together, those tired excuses couldn’t hold water anymore because people finally had hard evidence to realise the amount of bullshit they’d been fed for years.
Black and brown people have been talking about this stuff for eons but now anyone with half a brain and two eyes had absolutely no other choice but to stop licking these damn companies’ boots
Cas Q I think Fenty was a catalyst for the downfall of a lot of the older it brands. I also feel like the rise of brands like nyx and color pop who sort of try to be inclusive and are half the price are another reason as well.
Rihanna really did that 👌
i don't know if you may have seen this or not but a youtuber named amandabb has done a video recently on conspiracies in the beauty community, and she talks about how brands spark controversy by releasing a weird (or barely existent) shade range. you might be interested in that so i wanted to let you know
ava c it would surprise me if they did that. That old saying no publicity is bad publicity. Stirring the pot means they are talked about more. You could look at the Donald Trump election. Because he did so much racist, bigoted, crazy shit he was all the news was talking about. He was all social media was talking about. He was the more popular candidate because of that. I hate him I hate what he’s done to America I hate his policies, but the man has always known how to use the media and stuff to his advantage.
Cas Q All of this!!!
She gave them a THOROUGH breakdown... they need to play this in the next conference call meeting. 💁🏾♀️
Slayed By Anj 👏🏽👏🏽👏🏽👏🏽👏🏽👏🏽 this comment
I’m pretty sure Tarte is watching this video and will use this feedback....
Estelle Clare I hope youre right.
Yasss!!! I hope they read all these comments too!!! They need to do a rebrand periodt. And hire more influencers that have deeper skin tones
Exactly! On full volume! 🤣
My biggest problem with how tarte tried to “fix” the shape tape problem was how their campaign was like “here damn” with the shade expansion. At least that was the vibe I got
Gwendolyn Hampton me too and THAT is why I decided not to purchase anything from them again. Very ill feeling
Lmao frfr.
Best believe I will NEVER purchase Tarte again. In addition to their blatantly discriminatory shade ranges, I had an issue with their customer service when a rep told me that one of the melanin shades for a product I used to used was discontinued because it was PROMOTIONAL ONLY. Oh so the deeper shades are promotional but the fair shades are available year round...?
That happened to me too. I think i wore rich honey. It went away, they brought some new shades in, but could never find the right shade again.
That is really messed up
that must’ve been so frustrating omg. it makes no sense
i'm still here wondering who is holding up it Cosmetics
akatobi2002 LMAO
i was JUST thinking the same thing 😂
Older (white) women ¯\_(ツ)_/¯
They sell like hot cakes on QVC lol that’s what’s keeping them afloat.
Wow i forgot about them
Tarte was bought out by a Japanese conglomerate about 6-7 years ago, then literally the following year they changed the blushes and it continued to go downhill from there. They really misread the market and tried to create products with the type of pigmentation (low) and colour profile (very light /milky) that would do well in the Japanese Market, but definitely will not work for a multi ethnic demographic, hell, even mega iconic Shiseido revamped and expanded their colour cosmetics to make more headway in the western market.
The shape tape fiasco was just the feather in the hat, and now they've swapped out innovation for gimmick and no one's here for it, I started to touch on this in my spring sale recommendations video and then just left it alone.
Maureen wasn't the most inclusive when she was heading Tarte, but they've really run the brand she built into the ground.
I had no idea they were bought by a Japanese conglomerate that makes sense. Shiseido was smart in expanding their shade range for Western consumers. I've been meaning to try it since they launched it
Typical Japanese company, sadly 🙄🙄
interesting, didn’t know they were bought!
Well, what happened was we as black women had always worked with the shades. But it was shape tape foundation that was their downfall because that September, RiRI came out with her line and black women saw that it could be done. Especially when all of these makeup companies started to shade RiRI and RiRI retweeted them and had a great clap back. Like MUFE the day after RiRis midnight launch tweeted that they were the first people to do what RiRI did but RiRI tweeted back that their shades were ashy. So whe n black women saw that it wasn’t as hard as these companies told us to make our shades, we demanded more from them and for the most part, Dior and others stepped up BUT TARTE DID NOT. That arrogance got to people. And their response was “we will have more shades in the summer when people tan” which made no sense because black people are dark now and we are going to get darker later too. If you don’t have shades for us now, what are you going have in the summer for us’?? And I still am not purchasing TARTE.
lmao FACTS. I HAVE NEVER PURCHASED A TARTE PRODUCT. i did purchase too faced foundations when they collaborated with jackie aina on the extension of their shade though. tarte NAW I'M GOOD ON THAT. they are like the girl who was popular in high school but they no longer matter at the ten year reunion.
Exactly. You said it best. It can be done. It should have been done long ago and theres truly no more excuses.
Karen Fouche and they still didn’t come out with darker shades...
Benita Angela Exactly!!! That was the disrespect. That was what Jackie Aina and Alyssa Ashley we’re talking about that they didn’t get. After Fenty came out, everyone was put on notice. RiRI let us know it ain’t hard to do so now we all know that if you don’t put out our shades, then you on some bullshit. TARTE decided they didn’t have to do that, put out THREE possible brown shades and I say possible because ain’t nobody seen undertones like grey, bright orange and red red on black folks, so they were called out for it. Then they had another bs excuse that they will add to the line when people get darker... meaning when white people get darker. So no, keep your makeup. It wasn’t groundbreaking...
Tarte was always on the edge of irrelevancy. Shape tape concealer was the product that kept them from being pushed off the edge, however, it was all over with the shade range for the foundation. If I remember correctly, the shape tape foundation was also the first foundation launch from a brand post Fenty launch. This is where the outrage for lack of shades truly took over make-up. Tarte just happened to be the first casualty.
i’m 19. whenever i talk about makeup with my friends we talk about colourpop, fenty beauty, maybelline, urban decay, juvia’s, etc etc. if there is any mention of tarte its along the lines of “oh my mom uses it” or that we’ve never tried it. I see tarte in ulta and walk straight past it. If tarte really wants to make a comeback they need to start branching out to different audiences and actually see what consumers want from them and instead of what they think their consumers want. (i think you talked about this in your video and if you did i totally agree with you.) It’s time they stop living in that little box.
Maybelline? Really?
To me Tarte didnt fall off because of the shade range. It was the brand trips without that many poc and Tarte deleting comments of people voicing their opinions.
Everything about Tarte is ashy, sad, and lacking hope.
Sums it up
Plus, the quality for the price is garbage 75% of the time. I haven’t used them in years because their inclusivity is and was always trash, too.
This should not have been as funny as it was
Michele King I laughed out loud 😂😂😂😂😩 this is too funny
😭😭😂😂😭😭
Remember when tarte did an April fools of the “icy betch” palette and everybody was like “omg yes this!” And then when they decided to launch something similar, it was not as cute?
Lol why didn’t they listen to everybody saying yes this?
Haha should’ve waited to comment
Lmao I remember this. They got ROASTED hard af and still dodnt listen.
That is so insightful "Not been inclusive is not enough to cancel a brand" that is so true.
Tarte definitely isn't That Girl anymore, and the products they've released recently don't really seem to do a good job of keeping up with trends anymore. Body glow was in? Tarte didn't release a body illuminator. When everyone was dropping dewy foundations, Tarte released one. But their foundation was the only one of the hydrating foundations that oily people couldn't make work at all (based on multiple reviews and my own experience 😩).
I will say, they recently released a cream bronzer in a deep shade that actually looks DEEP, and I'm intrigued. But, the deep shade is only available from Tarte's own website, and I'm sooooo over brands releasing products and putting every shade except ones for deep skin in retailers. I just can't support that nonsense anymore.
Also, shape tape was never that girl. The shade range was crazy limited for the longest time and it may have opaque coverage, but it is one of the cakiest looking base products ever.
Same with benefit cosmetics! They never release anything for us poc ! It's always the same shade that will fit with light to medium and it's sad
Exactly, then after how many years they finally decided to make darker shades of hula bronzer that’s not even that dark 🤦🏽♀️🤦🏽♀️🤦🏽♀️
Tarte and Too Faced are exactly the same brand to me, I genuinely get they mixed up. They're both so boring. At this point, even if they did come out with something I would actively avoid it
Those 2 brands are totally different tho
They're both terrible to their influencers too!
I’m super glad I’m not the only one. To me the only difference is too faced is a little more creative. Their products however are inconsistent and traaaaaash.
Tarte is just boring and doesnt push any boundaries.
I agree, but there’s a market for that. A lot of people just like simple, everyday, in the box, looks.
MsFears Most definitely. And those are the few folks she says probably defending Tarte when someone says they not popping. Lmao
I agree but i still want to try their shape tape concealer .
@@ImJazzmineLeigh lol true.
Jazzmine Leigh Yeah, but I’ve found if you step outside of RUclips, the larger makeup community mostly likes what we consider boring. I used to wonder how some brands stayed in business, but I had to realize RUclips is just a small part of beauty consumers. You can get lost here and start to think RUclips IS the beauty community. But it so isn’t.
I still don’t and will not have the most talked about “shape tape concealer” of the decade. Not supporting brands that don’t support us! I loved when Shayla cut ties with them too.
Sahara Coleman when did she cut ties? She was one of the first videos on the shape tape foundation when it came out 🤷🏽♀️
Sahara Coleman same. They don’t even have a shape tape concealer for my shade (I need a deep concealer with high yellow undertone like LA girl has)
Sahara Coleman Shayla is not the best to use as an example when it comes to these specific types of topics chile 👀😭
Dara ain’t that the whole truth! There is enough to be said on that subject for a whole other video but I digress......... 🐸☕️
I got a mini shape tape from sephora once and its honestly not that great. There are comparable affordable concealers
I don't think they can make a comeback because they've already set the tone. And indie brands are on the rise, pushing hype towards the brands that aren't carrying that baggage. Plus Tarte is so boring to shop. Icy Betch was their most interesting launch yet and they missed the mark on something that they had already created concept on that was pre-approved by the public. How???
Mmmhm, I knew they would. You can’t sell four-five Walmart colors in a palette for $50 and they all have 0 pigment. 🤨 Those Walmart holiday makeup sets slap harder ISWIS
Ashley-Anna Sledge lmaoooooooooooo preachhh
Why would I pay $50 for kids market level of pigmentation when I can buy Colourpop with better pigmentation at a lower price point?
The flow you’re talking about is STRONG branding. Tarte is a brand for white women, they tried to do that exclusive marketing as shown with their brand trips with only the top white influencers and people weren’t buying it anymore as inclusivity became the preferred form of marketing. My fav brands are fenty, Nars, pat mcgrath
Tarte used to be THAT girl. Taking the girls to Bora Bora on private jets and ish. Now... 😬 THE only trips I’m seeing are to QVC
I think I remember you saying or tweeting that you majored in PR or marketing in university, I did too and I have to say I was nodding and practical yelling yes throughout this whole video. You hit every point on the head girl and it makes me wonder who is behind the scenes of this company because the window for change has closed and it’s going to be hard to get people excited about what they do now. I’ve been in situations where the corporate side of a company is just so out of the loop that they figure as long as the company doesn’t go broke they’re good but Tarte could have been so much more and they will need to be to compete with these new brands. Excellent video!
I got a tarte blush in my birthday kit from Sephora years ago and the stuff was like chalk. 🙃
symonew33 yes I remember that one 😷 the paaaarty blush lol
Yess it was trash lolol
I remember those. Gave them away... They also had that lipstick included that was minstrel lips galore.
beauty blender, morphe, IT cosmetics etc have the worst ranges for foundations as well bronzers etc. and your fave influencers does not care at all.
Tarte has been tired for the better part of a decade relying on their Amazonian Clay blush and eyeshadows just like Urban Decay relied on the Naked collection. The only difference is they stumbled into success with the Tarte Shape Tape in 2016. It's clear that they thought it would be just another launch, because they made it part of a Double Duty Ulta exclusive collection that was alongside their Sephora exclusive Rainforest of the Sea collection. Now the skin trend is more dewy and a natural coverage. Tarte Shape Tape marked the end of an era for me. I threw it out with the remaining "blinding" highlighters I had. 😂
So Shape Tape foundation was the eulogy but we were already at Tarte's funeral singing and reading the scripture. 😂 You are everything Shanygne!
the foundation shades said
✋🏻✋🏻✋🏻✋🏻✋🏻✋🏻✋🏻✋🏻✋🏻✋🏻✋🏻✋🏼✋🏽✋🏾✋🏾
This was such an accurate representation. Literally 2 shades for poc. I'm pissed about it and I'm white
I think people aren’t consuming as much makeup as we were back in the 2016-2018 days. I think we all realize we don’t have to keep buying the same stuff, but different brands. Ya know?? Like how many neutral eyeshadow palettes can I buy?? Oh, and they all seem to have that random pop of blue 🤣
🙋🏽♀️🙋🏽♀️
Please do the video on "gotcha" bronzers. I feel that is the case with nars' new Laguna line. Im tempted but those swatch pics have me questioning
I don’t think Tarte can make a comeback because everyone regardless of race is bored. I have never owed a Tarte product because bluntly it’s for light complexion.
I feel like Too Faced is one of the few brands that can make a comeback. They need to stop with the childish packaging, drama, and scented eyeshadows. The fragrance makes it cheap.
I definitely agree that they started falling off before the foundation mess,....everyone lied about the shape tape concealer. I haaaaaaaaated it lol and that Rainforest of the Sea? Smh. Same eyeshadow palettes with maybe 2 or 3 different colors
Everyone did not lie. I still love Shapetape, to this day! Just because it didn’t work for you doesn’t mean other people lied.
I really liked the rainforest foundation & nothing else spoke to me from their brand 😩😩😩
Never repurchased it though
@@Strawberryfearsforever its an exaggeration lol. I know not everyone lied. It was one of those products I just could not understand the hype about
@@saymslee I really liked the tartlette in bloom palette
same, i bought it (and shipping to australia is STEEEEEP) and it was so disappointing.. like, my undereyes are the one area of my face that isn't dry, and it looked like a desert.
Great video! 😊 Of course Tarte’s lack of inclusivity is a shame and not genuine as you said, but one other thing that bothers me about the brand is they use “natural” and “vegan” as buzzwords, not an actual moral compass of the company. I feel there are lots of up and coming businesses and small business that truly care about the planet. I feel Tarte does some things here and there like donating some money to the Amazon rainforest, and that was good, but they started off as a “all natural” brand and didn’t commit to that, adding to your point of lack of consistency.
She’s backkkkkk....love the red. Tfs
Lmfao. “Uncooked” 😂 Honestly Tarte has ALWAYS been the most white washed/bland brand in the industry. I wasn’t surprised by the shade range for the foundation. I couldn’t understand why everybody was dumb founded. Every black girl uses sand tan 😂😂 the concealer shade range/under tones was trash too 🤷🏾♀️ I’ve never gravitated towards their products 🤷🏾♀️ even the blushes 🤦🏾♀️ and I started wearing high end makeup between 2013-2014.
Jas Lleayanna yeah the concealers was only good if you wanted to brighten your undereye area. You could never use it to just match your skin in that area.
I boycotted Tarte after their foundation launch. There are other brands who actually care about my black dollars. No need to beg Tarte to give a damn about me
Yes! I remember the only RUclipsrs I noticed talking about shade range consistently were youtubers like Jackie Aina... then I’d watch other random popular youtubers who started saying in their popular foundation/concealers reviews, “Yeah this shade range kinda sucks and isn’t inclusive.” It became trendy to say that a brand had a bad shade range but a lot of yts saying that didn’t actually care.
Why do I get a feeling someone’s “coincidentally” gonna get a Tarte PR package soon😒
That's the same exact way I feel about Colourpop. I used to love them and I still love their products, but their site has gone downhill to me. I think they were really flourishing with their single shadows, lip products, and highlighters. And then they got rid of the key shades/colors.
“Do we remember the tarte april fool’s palette” we ALL remember. And they were dumb asf for not just creating that exact palette even though copycats came out because they created the buzz in the first place.
Their core aesthetic of nature, simple, and rich colors could be done *so* well if they stopped trying to do such catchy, random releases. Like the rainforest of the sea line could be utilized better. The foundation and concealer are great, there’s a market for hydrating complexion products and I think they were ahead of the game there. Like maybe a couple limited edition products where proceeds go to rainforest preservation and wildlife, I know I would personally be all over that. Creating a luminous blush formula. They need to lean into their aesthetic much more and simplify their products. Leave the clever names, bright packaging, etc. for sugar rush. That’s why it’s there.
The problem also is that the things they are releasing aren’t even that good. Because even if they were releasing some random, non-cohesive products people would still be all over it if they performed incredibly. Part of me is really rooting for them to get back on track because of how much I coveted them 5-6 years ago.
Edit: phrasing
They haven't changed! Even their sugar rush collection has about six different packaging looks and none of them make you think of sugar. They advertise sugar rush as "packing on the sprinkles". However the Sugar Rush packaging is of a surf board, a cassette tape, a beach ball, caution tape, fruit, a bee hive, roses, holographic rainbow. I was highly confused.
I think the foundation shade debacle made a few people go "is this as good as I thought it was"
Fenty Beauty def gave the girls (consumers) the voice to say I’m not going to “make it work” anymore. Fenty didn’t hit every shade on the premiere launch but it was a bomb enough shade range to where black influencers decided to demand inclusivity from companies. I feel Tarte was one of those brands that was like “well we didn’t need to be inclusive before so we don’t need to now” n it shot them in the foot Bc even non black influencers demanded the same things so they lost a VARIETY of consumers
I realized as I was watching this that I’ve been confusing Too Faced and Tarte. They’re literally not on my radar at all 🤷🏾♀️
“Can we not be Boo-boo the fool today” lmaoooo it’s your deadpan delivery that gets me every time. Lmaooooo with that being said Tarte is not only boring but ashy af, bronzers -ashy, blushes-ashy, eyeshadows-ashhhhhhyyy . When they do launches it’s underwhelming. Trash 🗑 ........also also the call out of the influencers and their lobbying knowing dang well they dgaf about no deeper shade range 🙄🙄🙄🙄🙄
Ha glad you mentioned their instagram page. I had paused the video to go check out their page as you were talking about the bronzers thinking I would see something. But nope, the page just didn't appeal to me and maybe that's what they are going for. I am just not their target customer. Even with how popular shape tape was, I didn't have the urge to get it because I felt like many of their products just didn't do it for my complexion.
Their page ... lol let me not say what’s on my mind 😂😂😂
@@justshanygne 👀 ooop! No need to. I know for sure 😩😂😂
Ok, I promise you’re over there prophesying😆 because I was JUST saying I miss some of Tarte’s items (and it’s a sentimental brand because they provided products for 1 of my 1st magazine covers). But I just can’t bring myself to buy again, even with a Pro discount, ever since the way they handled shape-tape-gate and a few other cheapening moments. Maybe one day 😩. Now let me go watch what genius you’ve filmed this time.
I really enjoy your story times and these types if analyses. I love when you bring something new to the conversations!! :)
Me too love it
I don’t they haven’t change like you said (when you go look into their Instagram page ) I don’t think they want to be part of the conversation... I don’t see them wanting to embrace the many changes in the beauty industry ...
If we are being honest, tarte has never been that girl. Their PR sucks, the palettes are ashy, I personally didn't like their concealer. I truly don't remember the last product from them. (beside the 1 concealer I brought to try). In my opinion, they never been POC friendly so I never cared.
YES AND ON EASTER????? Quarantine content on point! Loving this top too! ❤
Tatrte honestly was never a brand I was excited to buy from. They just literally like you said just throw anything together!
Not gonna lie I really like these analytical videos. In terms of analysing trends and basically having your own reasoned opinion as to your stance on a brand. I would definitely like you to talk about the bronzer situation as well. Cuz my dark ass cannot get one 💀band the last one I bought was not as dark as the website 👀
I will!
iirc Amandabb, in her vid on makeup conspiracies, talked about how these foundation launches have bad shade ranges basically on purpose bc it garners attention to the launch and gets more influencers to review it, and then they're ready to launch an "updated" shade range a month later.
it reminded me of Peter Coffin's vid on manufactured outrage, which is a very pervasive marketing tactic.
suffice to say, I agree with you that I don't think it was the Face Tape foundation launch that hurt Tarte's reputation. They needed to manufacture some outrage for that launch because the brand's reputation was already low.
I think what makes Tarte so unappealing is because I imagine Tarte users to be 20-somethings who wear basic makeup but don't take themselves too seriously so they like the kitschy, tacky branding and packaging. Once upon a time, that makeup user was cute and quirky, she was the popular influencer etc... Nowadays, that style is just out of style. There's nothing chic about it. Brands often market themselves as being pro, sophisticated, sleek (NARS, bobbi brown, natasha denona) OR colourful and fun, inside and out (colourpop) OR minimal and chic (glossier, milk) OR even edgy and cool like melt and fenty
Even Too Faced, who doesn't have a consistent brand image, can market their products better. Look at the latest foundation shades inspired palette + the face products in the collection. More subdued and elegant. Then look at their Palm Springs palette or Pretty Rich palette, which are much different but marketed well. (not a Too Faced fan btw)
Basically, Tarte's downfall is not honing in on their brand image and ideal consumer. They continue to market to a consumer who is not stylish or appealing in this current market, even if she still exists to buy their products. /rant
I agree with you 100%von Tarte. I also think that we went through a concealer moment & we got a lot of great concealers to compete with Tarte that weren't as drying. I also think their brand identity is very blah and neutral. They would have to completely rebrand.
It’s really interesting watching these videos because I used to be SUPER into makeup from like 2015-2018 then I kinda stopped paying a ton of attention to makeup in 2019 to now so seeing that some of these brands fell off is wild. The biggest surprise to me was ABH
I thoroughly enjoyed you breakdown of this information. I felt like I was in a formal presentation and this was well worth the listen! I know personally I have only purchased one product from Tarte, and that was the Amazonian Clay Foundation, YEARS ago...lol. I haven’t felt that connection with any of their other products. I think they can make a comeback if they would be more open minded in their approach to creating products that WOC actually see themselves buying and using. We don’t have money to waste on products and brands that act as though they could do without us.
I wonder what happened to MakeUp Forever people use to swear by their stick foundations
Honestly I stopped buying from Tarte awhile ago (just stopped buying their stuff. I prefer other brands now, feel like I’ve grown out of the brand) and I thought this video was very eye opening. Thank you for making this video, very in depth and a good conversation. I gotta follow you on Twitter!!
Ah I know this is an old video but I enjoyed it! You’re totally right. Tarte and a lot of these other brands seem like they’re pandering and oftentimes doesn’t seem genuine. Tarte is like a higher end version of almay in my mind but I guess they’re set for LIFE because of that concealer. Anyway I love your videos and you look amazing PER USUAL 🥰
Wait what’s the tea with ABH?
Went on Sephora and looked at tarte cosmetics two weeks ago. I do not own tarte even before the outrage, (since to me they’ve never been inclusive)I like clean products and I try to incorporate them in my collection but as a dark skin black women it is a bit more difficult, tart is still on the same bulshit. They only do the bare minimum,they will not get any of my black coint any time they decide to throw us a bone.
Try Bite or cover fx for clean beauty products. Both preforming canadian brands😉
Hey Girl, please keep the videos coming. Also, please try the new Tom Ford Foundation. Girl, I know that it’s hella expensive but it it honestly the best foundation that I had tried. I have never had a foundation that matched my complexion so well. I can honestly see a difference in my skin.
Your last comment was right on the money. Until. Upper management changes its mindset. They will continue to flounder and go downhill. 🤷🏾♀️
And let's not forget Jackie Alyssa and Nikki tutorials trashed the actual product and some had to delete their videos.
Kristan Webb I watched Auntie Jackie drag them 😂
I dont remember nikki tutorials say anything about the shade range at first.
@@cecilia929 her video was up for like 2 hrs so it was easy to miss
I feel this way about several brands that were hot around the same time. Tarte, It and a few others. The funny part is many fell off after they were bought out for billions of dollars by larger companies. Too Faced floundered after Estee Lauder purchased them they're still trying to recoup. I think I am going to talk about this too. Thanks.
I think jeffree Star later came out with his blue themed palette and collection and holy sh** that BLEW UP
This was a great video ...... and you can throw Becca into this video too
Tarte has never been on my radar 😂🤷🏽♀️
I’m here for this makeup and I’m here for this vest and I’m here for this tea
Girl I gotta say your camera quality is A1 👌🏽
Thank you 😊
I really love this video! Please keep the makeup/cosmetic industry commentary coming! 💕
Eye look is so pretty! That blue palette would have matched their tail brushes!
I think everything you said is on point! Specially the quick little cash grabs that they had.
It's funny that you posted this because I was at Ulta the other day and was thinking the same thing....in the Tarte section they have a bucket with little cutesy mini products with the advertisement "5 for 20$" and it's very clearly aimed at kids. Obviously Tarte was betting on little kids in Ulta with their mom to beg them to do the 5 for 20 deal & the mom is like whatever it's a lot of product for an okay price. You are spot on about the money grabs!!!!!
I never bought Tarte. Then when they did that poor shade range , I knew I would NEVER mess with them everrrrr
The ST Concealer had a horrible range of colors too! I didn't like a really bright highlight and I had already found shades that I liked from LA Girl, Maybelline and ColourPop. I actually brought all of my concealers to the store to swatch! Everything was too light or ashy. There was maybe 2 colors to choose from and 1 was a bit to bright and the other was too dark. It was probably just me, but other brands has a much better distribution of colors than Tarte. That brand hates dark skinned people i swear. Lol
their concealers have a really good range at least imo (i'm fenty 445 and use deep in their concealer: it's pretty much a match for la girl toffee)and I've got a lot of shades to choose from) they go pretty deep
@@sungexpression9093 I think they've had a shade extension? I went to look around 2016 I think? I'm Fenty 410 and comparing the ST to what I already had, none of the shades matched. But also, Ultas in my (predominantly white) area tend to not carry all the shades a brand has and they normally cater to lighter skin tones so that may have been another reason I never found a shade 🤷🏾♀️
MK-Panda that’s possible. Undertones also are a factor. Shanygne did a review of deep way back when which is my shade. They added expresso which is darker than mahogany which nyma tested. I feel like their shade range for their concealer was decent/workable which is why people were raving about it and awaiting the foundation launch which was horrific.
My very foundation was the Tarte Amazonian stick. I liked it so much that when I decided to get a liquid foundation, my first thought was Tarte, but their liquids did not come in my shade. So I spent time that day going through everything on their stand in my Sephora and realized that, in most cases, they didn’t get much darker than me and I’m Alissa Ashley dark. That was enough for me to stop supporting them; three years before the foundation debacle.
For Tarte to make any kind of comeback, they need to remove the marketing team responsible for the foundation rollout and consciously make an effort to add POC to the new team so that they don’t continue to be tone deaf. They need to add POC to their product development team and actually listen to their input. They definitely need to figure out how to release 15 shades with a better gradient if they can’t manage 30 shades at launch.
Based on some of these comments on how some of their products are looking, they don't deserve to make a comeback. Doing the bare minimum ain't gonna cut it and it looks like that's what they're comfortable doing.
Also, I'd LOVE to see that video on how these brands catfish us with the bronzers. lol
I saved up for the Tarteist Pro palette. Sure, I thought there were three sidewalk chalk colors I'll never use. But the metallics were pretty. Then, I tried 4 of the mid value colors and they all make me look like I have pink eye. The shape tape concealer is just ok. Like Shanyne and others here are saying, there's just too many brands that are doing a great job, in general, but finally providing real choices for people of color.
I’m not hip on the Abh going under except for them just being down graded credit wise ...what happened with them?
Recently I heard Norvina bought a very expensive bag to a problematic drama channel creator that many people dislike. So that put the brand in hot water.
@@cary1063 norvina has done a ton of crap. She is the one running the brand into the ground. She wants to be an influencer and a brand owner. And she sucks at both
This is such a well thought out video and analysis of Tarte's falloff.
Yesss please do a video on Catfish bronzers like hoola toasted!
I brought that tarte cream bronzer mini but wish I had waited until the fenty came out.
Hey, can you do a full-face of black opal, please?
they did release the ice palette, it just didn't have the same layout and was limited edition on their site I think.
I was done with Tarte when they released the Clay Play vol. 2 in the same packaging and didn’t even change the shade names, even though they completely didn’t match the new colors. Vol. 1 is still something I use all the time. I also still love Shapetape and their chrome pot shadows. Luckily, I still have all those products stocked up.
Who is still buying It Cosmetics though?
Don't mind me...just binge watchin...I can neva get enough, I agree with you about Tarte...I never really liked them as a brand from the beginning, what was the type?🤔
the April fool's FIASCO 💀I completely forgot about it.
I LOVE me these deep analysis ❤️💥❤️💥❤️ Love your channel!
Okay, finally at the end of the video, lol.
The only way I can see Tarte coming back to any sort of prestige is by cleaning house internally. Get rid of the people who decided to keep rereleasing the same old tired mess. Get rid of whoever thought only having one key product (shape tape concealer) was good enough to keep the brand afloat. Get rid of *_everyone_* involved the the flaming dumpster fire that was the shape tape foundation launch (from trying it with that PopSugar article, from releasing a "random" give away to flood the comments with positive things and keep questions about the launch out, etc)
Literally start fresh with the creative directors and their teams. And hopefully hire people who can *_read the damn room_*
I took Shape Tape concealer back to store. Tarte is not Black Girl friendly at all. I did buy the Makeup By Shayla X Contour palette and that wasn’t good either. I don’t recall her using her own palette as much. So, it’s over for them.
I've never used anything tarte, the shape tape always seemed too high coverage & the color consistency seemed very flat/not skin-like🤷🏽♀️
Your voice and energy soothe me
I don’t normally be checking for tarte so i will continue to do so. I don’t remember tarte ever being that inclusive anyways. Maybe the blackfishing girls complaining about needing a darker shade range to support their obsession will be enough to cancel brands 😂
Lollllllll🤣🤣 no maam the blackfishers are buying up all the Fenty to maintain their lies.
Well, answering your question I thing that the things they have to do in order to try to regain the audience attention might be the following:
first; they have to disassociate completely from anything related to the words “shape tape” I know the concealer is their biggest hit ever, but they spoiled it with all of the fiasco related to the foundation so, whenever people hears those words, the good “shape tape” times are not the first thing that comes to people’s minds but the ugly “shape tape” era with the launching of the foundation, so, to get rid of that entire line and everything related to it might be a good way to rebrand, once people (if they do so) stops to immediately relate the brand with the line, they can make a fresh start by, like you said, to hears people’s needs and expectations from the other brands and fill the market holes with all of the stuff that the other brands are unwilling to provide, that way they might gain people’s attention the same way they did it with the shape tape back in the day, by giving just what is required the way that is requested by the audience and no more, after that they can start maybe with fresh ideas and put them out to the market, also trying to make already existing ideas better, like Fenty did with shade inclusion or colour pop with the pricing and availability, but as you said as well, with an extra effort regarding cohesion whether if it’s on the product itself, the components and the marketing, to get that bold perspective that consumers have from another brands, unlikely like nowadays that they seems to cling to everything no matter what it is to continue in business.
I would be interested in another bronzer video if you want to make one!