The “Ulta”mate dupe for Tarte Shape Tape

Since its launch over three years ago Tarte’s Shape Tape Concealer has become a cult favorite in the beauty community and a personal favorite of my own.  It’s a great full coverage formula that is easy to blend (but be warned, a little goes a long way!).  I’ve tried  a lot (and I mean a lot) of other concealers but always have a back-up of Shape Tape on stand by-until now!  While I have no problem spending  money on products that I absolutely love, I’m always down to find a more affordable option and I think it’s safe to say I’ve finally found it!

A few weeks ago my holiday shopping brought me to Ulta (funny how that happened), and I picked up the Ulta Full Coverage Liquid Concealer.  I’d seen it pop up here and there on Instagram and thought I would give it a try.  The product retails for $9.00 USD, but Ulta brand products are usually on some form of sale or promotion.  They are also eligible with Ulta coupons (right now the current coupon is $5.00 off $10.00).



If you do the math the Shape Tape is actually cheaper in the long-run.  While it is $27.00 a tube it contains .33 oz of product, and Ulta’s is only .08 oz worth of product.  That means you would need purchase 4 bottles of the Ulta brand to get the same amount of product as the Tarte version, coming  in around $36.00 (before coupons/promos).  Personally that’s not a deal breaker for me, in this case I actually prefer buying whichever product is cheaper up-front.

Now, that’s enough math for me, let’s get back to comparing the two products.  I wear the shade Fair Neutral in both brands and they are great matches for my skintone.  I mainly use my concealers for my under-eye area, so if I’m in between two shades I choose the lighter of the two.  Below is a side-by-side comparison of the shades swatched on my arm.

Tarte Shape Tape on Top and Ulta Full Coverage Liquid Concealer on the bottom.
Tarte Shape Tape on the Left and Ulta Full Coverage Liquid Concealer on the Right.

Both products have wand applicators, however the Tarte Shape Tape has a much larger and more dome-footed applicator, while the Ulta Brand has a smaller, flat applicator.  Because a little goes a long way with both of these formulas, I prefer the Ulta brand’s smaller wand, as it is much easier to be precise and apply the right amount of product without going overboard!

Wand applicators. Tarte on the left and Ulta on the right.

Coverage wise, I find both are full coverage and work well covering up my dark circles.  I prefer to blend out my concealer with a beauty sponge (this one is my favorite) and this method works for both products.  Sometimes using a sponge can take away some product, but both formulas stay in place with gentle dabbing motions of the the sponge.  As with almost every concealer you will need to set these with a light dusting of powder to prevent creasing or any smudging throughout the day.

All of this to say, I have been very happy with the Ulta brand and pleasantly surprised how similar it is to the Tarte formula, especially for the price point.  It’s always nice to be able to save a little money without compromising on the quality of a product!  Leave me a message in the comments if you’ve tried the Ulta brand or share your favorite concealer.  Thanks for reading!





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