(Picture: Tarte)

The success of Rihanna’s Fenty Beauty range proved the importance of diversity and inclusion when it comes to cosmetic brands.

It showed that there’s a huge market for people who don’t feel their shades are reflected in foundation and concealer colours.

But clearly, Tarte Cosmetics was not paying attention.

The makeup brand attempted to sell their new Shape Tape Concealer, catering to whiter tones and only offering two darker shades –  rightly outraging its consumers.

One Twitter user shared an image with swatches of the concealer on a person with brown arms. The colours offered make a quick jump from a white nude to darker ones, with no in-between or beyond.

(Picture: Tarte)

One user even used a graphic design tool to test the colours on the face of models with darker skin and found that the company had not been upfront about its matching.

Eros Gomez wrote: ‘I took the colour sample and drew a line at 100% opacity on the model’s faces. The first and second model are the clearly the same skin tone yet they advertise that her match is that orange-ass light shade? Disappointing Tarte Cosmetics, someone’s clearly not being honest here’.

Of the models they used for the product, 11 of the models were white, and on the darker end of the spectrum there were four models – who had only two different shades between them.

The colours available include Tan Honey, Deep Honey, Rich Sand, and Mahogany.

Makeup artist Samantha Ravndahl wrote to the company: ‘You know we all love you so much but this is so ostracising to your fans that are PoC, as an influencer it makes it difficult to recommend this knowing many will be excluded from even getting the chance to try it’.

‘Time for us to stand up for what’s right and not allow cosmetic brands to treat women who aren’t white like they are not worthy enough of a foundation or concealer colour,’ Angela Rose wrote.

Many pointed out that Fenty Beauty is a better alternative as it offers a range of 20 different concealers and 40 shades of foundation.

‘The reason we were so happy with Fenty is because with its first release they had an extensive shade range,’ one woman pointed out. ‘That was unheard of for a make-up brand to release foundation shades for the majority, first time round.’

Users also noted that the none of the colours tested on the initial picture matched the arm on which it was displayed.

The original tweet has more than 11,000 likes and days later, Tarte revealed its plans to offer 10 more shades of its Shape Tape Foundation, which just launched and isn’t even in stores yet.

Another alternative was suggested by beauty blogger Jake-Jamie who hailed Makeup Revoloution’s Conceal and Define Concealer, priced at £4 and offering 18 shades as the dupe Tarte concealer.

So it’s time that cosmetic companies, and beyond, realised the power and influence of people of colour and the fact that it only benefits the brand to cater to their needs.

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