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Why Tarte Is Tone-Deaf | The brand that needs to keep apologising!

Robert Welsh

574,440 views

Hello everyone! Today we are taking a look at Tarte and the brand's questionable past and some recent mistakes they have made.

Videos featured in this video -
Nyma Tang - Tarte Shape Tape Foundation...My Thoughts!...
Jackie Aina - Black Girls React to Tarte Shape Tape Foun...

The palette used in this video ( 10% off with code ROBERT) *affiliate link - https://colourpop.sjv.io/daZQaM

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00:00 Intro
00:00 Tarte Cosmetics Origin Story
05:43 Tarte Cosmetics Name Controversy
09:36 The Rise Of Tarte Cosmetics
11:11 Why Tarte Cosmetics Are Tone Deaf? Controversial Tweet
16:28 Tarte Cosmetics Shape Tape Foundation Shade Controversy
24:29 Tarte Cosmetic Dubai Brand Trip Controversy
29:59 Tarte Cosmetic Miami Brand Trip Controversy

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20 Comments

@RobertWelsh Creator 2 years ago (edited) Pinned

Ok…. But I would buy a brand called “ugly bitch” 👀

Also I really dropped that Juvias place thing! More recently they approved an ad with a racial slur in. The same one features in the Instagram post in this video.

@mygummivalentine 2 years ago

Having a rent controlled apartment is absolute privilege to have in NYC and she is acting like it is something she overcame.

@noahsashasghost 2 years ago

as a chemistry student, i'm perpetually enraged by the "oh no i can't pronounce it so it's bad" and the "scary! chemicals are bad for you" narrative. everything is a chemical!! the air is full of chemicals! they're called nitrogen and oxygen and hydrogen! your skin is full of chemicals! aaaa maddening

@이름-i1v5s 2 years ago

Hilarious how they joke about not being able to pronounce chemicals (everything is a chemical) when their own ingredient list looks like reading it aloud might just cause you to levitate

@lauraminjackson8118 2 years ago

"We're sorry we're racist. Do you like dolphins...?" is the perfect characterization of this situation.

@lovepotionsinc 2 years ago

Robert, can I just say I appreciate you showing empathy over the tragic loss of the founder's husband rather than cynically dismissing it outright. we can be critical while being compassionate at the same time. This has been one of the main reasons why I subscribe to you, and I appreciate how consistent you've been in this regard.

@StefSoleil 2 years ago

I'm at the point where I don't buy stuff if it's overly marketed as clean. To me, a "clean" brand also cares about the environment and doesn't fly influencers around the world multiple times a year.

@Wonderoddity 2 years ago

What’s really wild about the swatches is Tarte using an arm model that their shade range doesn’t even have a foundation to match

@theprousteffect9717 2 years ago

One of the most proposterous things was when Pop Sugar tried to defend Tarte's shade range by saying it made sense for them to release those paler foundation shades first because it was a winter release and people are "paler in the winter and darker in the summer." As though millions of people aren't dark skinned all year round, and certain parts of the world weren't already in summer.

@Ditzy_Squirrel 1 year ago (edited)

Can we also talk about how all these shades are placed on someone with dark complexion and not only do they have such a pitiful selection of darker shades but NOT ONE of the shades fit the model’s skin tone. Not one. What a brilliant way to demonstrate that your products missed the mark right there in the ad.

@ductape723 2 years ago

“Ah yes, I love my ingredients I can pronounce” I say as I slather on an ointment made of giant hog weed and manchineel sap, “you know it’s safe when you can pronounce it” I insist drinking my tea made of tomato leaves and Lily of the Valley blossoms, “it must’ve been the dihydrogen monoxide” I say to the EMT as I’m rushed to the hospital to be treated for severe chemical burns and acute poisoning.

@kyliegangwish17 2 years ago

I'm millennial and I NEVER understood those insane brand trips.

@amileaminute3615 2 years ago

I'm a black woman. I remember watching Jackie and Alyssa's roast of Tarte but Nyma Tang's response broke my heart. 😢 Tarte was trying to use backlash in my opinion because "bad press" is good press.

@nonfictionfeminist 2 years ago

As someone who has been an intern twice, interns aren't typically given that kind of power. You don't just hand off a social media account for the entire brand to someone who's worked there without pay for a week. Things that do get posted to social media typically have at least three pairs of eyes that have seen it before it goes up

@that1chicbecca8 2 years ago (edited)

After Fenty launched their foundations, everyone knew that having a full inclusive shade range for foundations was possible. For companies to do a release & not have inclusive darker shade ranges, its due to laziness & tone deafness, and there’s no good excuse.

@offbranddorito9668 2 years ago

If you launch a limited shade range, that shade range needs the PALEST TONE and the DARKEST TONE and a reasonable mid tone. But you need the extremes. That way, even if the foundation doesnt match everyone, people can mix it.

@kairos-049 2 years ago

“beauty that’s never boring” has she… has she ever observed the state of her brand?

@melissaselenebeauty 2 years ago

If a brand says they're clean, it automatically turns me off of them.

@koinijikoimizu 2 years ago

"I can't pronounce it so it must be bad!' was a debate I had with someone recently. I asked them if they avoided tocopheryl acetate and they said 'yeah!' while rubbing a Vitamin E lotion into their hands. I pointed out that some ingredients are perfectly natural but for the sake of formulation or sourcing, they're called their scientific name.

The person still tried to argue that 'if it's natural, they should just call it that!' and I had to point out that regional names for the same ingredient can differ wildly so it's better to be safe than risk a mistranslation that could put an irritant into a batch of something.