As far as prolific beauty products go, few have made as big an impact in the past five years as Tarte Cosmetics' line of Shape Tape products. The concealer, a full-coverage formula praised for its smoothness and extra-large doe-foot applicator, quickly became a favorite among beauty influencers and, in turn, their followers. But, according to the brand's founder and CEO Maureen Kelly, some folks had one major critique.
"One of the things over the past five years that has happened is a lot of our Tartelettes say, 'We love the idea of Shape Tape Concealer, and we love it as full coverage… but we just feel like it's not hydrating enough for us. We need more moisturization from it,'" Kelly recalls.
That customer feedback is what prompted her and brand president Candace Craig Bulishak to create Shape Tape Ultra Creamy Concealer, a new and hydration-packed take on the original. Like the first Shape Tape, the Ultra Creamy iteration provides the same fullness of coverage and satin-like finish — but it packs a few extra ingredients to provide hydration without sacrificing longevity.
Prickly pear, a type of cactus that's also an edible fruit, powers Ultra Creamy's formula. Kelly calls it "mother nature's prescription for dry skin," and that's not much of an exaggeration. As New York-based board-certified dermatologist Jeannette Graf previously explained to Allure, prickly pear is a powerhouse fighter against inflammation. And that's not the only ingredient Tarte added to make its Shape Tape formula better for dry skin: squalane, shea butter, and hyaluronic acid — all known for their hydrating abilities — have also joined the party.
To make matters even better, Tarte has added five new shades to its original range, giving Ultra Creamy a total of 35 shades, which the brand also created based on customer feedback. Tarte plans to expand the original Shape Tape in the same way, so both iterations will have the exact same shade ranges and names. (As you likely already know, this isn't the first time Tarte has responded to customer criticisms like this. Last year, the brand doubled its Shape Tape Foundation shade range after fans pointed out its shortcomings for deep skin tones.)
This new concealer formula took over more than years to perfect, and that's largely because Tarte's team has an intense testing process. “Maureen and I literally tested hundreds of samples,” Bulishak says. “[And] we do consumer panels and studies."
So when will you be able to buy Shape Tape Ultra Creamy? That's a question with a few different answers. If you want to buy it right away, you can do so — but there's a small catch. Shape Tape Ultra Creamy Concealer makes its world debut on November 6 exclusively on qvc.com. It'll only be available in the 2-Step Instant Lift Color Collection ($37), including Shape Tape Ultra Creamy Concealer, Lights, Camera, Lashes Mascara, and a Quickie Blending Sponge.
Otherwise, you can buy the new Shape Tape when it debuts at $27 in mid-December from tarte.com. You'll be able to find it at Ulta shortly after that.
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