Viral beauty products now dominate the industry, with social media stats often displayed alongside items in beauty superstores and online storefronts. But 10 years ago, it was a different story. Viral beauty was just beginning to take off, and in 2016, Tarte broke the internet with its now-iconic Shape Tape Concealer. As the tenth anniversary approaches, it only makes sense to celebrate in a big way. Enter Shape Tape Week.
While this isn’t Tarte’s first Shape Tape Week—the brand rolled out a similar sale in 2025—this year promises more for makeup lovers. Blushes, brushes and signature collections are all part of the lineup (more on that in a moment), but the star is the original Shape Tape Concealer, which will be marked down 40 percent starting Sunday.
When Is Shape Tape Week?
The festivities begin January 18 and run for a full seven days. The week is packed with deals on some of the brand’s most popular products, including 56 percent off beauty wands, Sculpt Tape, Glow Tape and select blushes, plus 63 percent off the viral Icing Collection. At the center of it all is the Shape Tape Concealer, priced at $19.20—its lowest price to date.
Shape Tape Week deals are available to everyone on the brand’s website and at participating beauty retailers, but loyalty members get an extra perk. With any Shape Tape Concealer purchase, members will receive a Shape Tape charm while supplies last.
What to Buy During Shape Tape Week
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Shape Tape Concealer (originally $32, drops to $19 on January 18)
If you’re of a certain age, you no doubt remember Tarte Shape Tape’s iconic run, which went on to define the 2016 makeup era. The creamy formula delivers maximum coverage with a matte finish that stays put for hours. Plus, it comes in 64 shades.
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Sculpt Tape Contour (originally $36, drops to $16 on January 18)
Contour trends have softened over the years, and this wand is an easy way to achieve a modern, sculpted look. The formula is deeply pigmented, and the cushion applicator makes precision a breeze.
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Concealer Paw Brush (originally $29, drops to $15 on January 18)
The Paw Brush has become a viral tool for flawless concealer application. If you’re stocking up on Shape Tape this week, it’s worth adding this one to your cart, too.
