"You can see the first nine shades, they all look very similar," Shayla said. "It's interesting that there are so many shades of lighter skin tones and then when you get to deeper skin tones there's really only like three… Essentially what [Tarte is] doing is prioritizing a lighter skin tone and you're making people with a deeper skin tone feel inadequate," Shayla said. "It's 2018. Every brand is able to come out with 30+ shades of foundation."
Tarte the announced they would be launching 10 more shades to the 15 range line - although this was not the initial plan. Tarte Cosmetics took to their Instagram story to address the issue 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 all just got caught up in #shapetapenation and seeing your tweets asking for it . . . 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 apologize. We're doing everything in our power to bring those unfinished shades as fast as we can, at any cost. WE CAN AND WILL DO BETTER."
After monumental releases like Fenty Beauty's Pro Filter soft matte long wear foundation that had 40 shades, it is an understatement to say that makeup enthusiasts and buyers were disappointed at the lack of diversity and inclusivity.