Tarte Expands Bestselling Shape Tape Range With New Blur Concealer Stick

Tarte added a new concealer to its cult classic Shape Tape lineup. Meet the Blur Concealer Stick, a solid formula available in 48 shades, just like the original.

Featuring a diamond-cut tip and a natural matte finish, the medium coverage Blur Concealer Stick is ideal for easy and effortless touch-ups. It’s formulated with diamond powder that catches and reflects light, as well as hydrating ingredients such as hyaluronic acid and avocado, shea, and mango butters.

“This is the first time I’ve changed Shape Tape’s format since launching the OG in 2016,” Maureen Kelly, founder and chief executive officer of Tarte, told WWD.

“I grew up with cystic acne, so I know coverage isn’t just about hiding — it should also help your skin. This formula is over 50 percent skin-loving ingredients in a buttery, swipe-and-go stick, making coverage easy for real people with real schedules,” she continued.

Like the Shape Tape Concealer, the Blur Concealer Stick is vegan and cruelty-free. Its 24-hour crease-proof formula hides the look of dark circles and acne, while buildable coverage allows it to be worn as a foundation.

In a consumer panel study, 97 percent of respondents agreed that the Blur Concealer Stick made the under eye area appear lifted and minimized the look of pores.

The Shape Tape franchise recently achieved $1 billion in sales, solidifying Tarte as the number one concealer brand. In a QVC pre-launch for the Shape Tape Concealer Stick, more than 50,000 units were sold. Additionally, 39 out of 48 shades sold out within one day.

Available on ulta.com on Sunday and at tartecosmetics.com and in-store at Ulta on Friday, the Shape Tape Blur Concealer Stick is priced at $29.

In honor of the new product launch, Tarte is also introducing its Shape Tape Blur Concealer Brush, $30. Made with 58,000 soft, durable bristles, the high-performance brush achieves mess-free application and stands on its own for a clutter-free vanity. The Blur Concealer Brush is available to purchase starting Friday at tarte.com.