Tarte Cosmetics has expanded its Amazonian Clay foundation range — from 25 to 40 shades. The shade range now includes 17 tan to deep shades, out of 40.

Plus, the brand’s Creaseless Concealer has risen from 14 to 30 shades. There are 13 out of 30 shades that are tan to deep. 

Amazonian Clay foundation is in a beautifully decorated tube, with a faux wood cap. Creaseless Concealer is in a clear bottle with a wand applicator — and its cap features a vibrant decoration. 

Asking for Feedback

After the launch, Tarte invited special content creators to share their feedback. “Our creator guests said it best,” noted founder & CEO Maureen Kelly, “and we’re so excited to share our widest array of shades yet.”

Here are few of the comments. 

“This is a win for every single person seeking representation and inclusion & 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.” – @Nabela

“Sadly, I’ve come to accept that women of color aren’t always included. I respect that tarte acknowledged their mistake & worked quickly to fix it. I’m proud to be a part of this campaign that represents such incredible diversity.”  @godleydestiny

“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.” – @Osobbeauty 

Up Next

There’s more to come —  tarte is launching shade extensions of shape tape matte foundation & shape tape hydrating foundation, shape tape concealer shades and Rainforest of the Sea water foundation SPF 15 later this year.