You can’t scroll through beauty TikTok without seeing someone raving about Tarte. Tarte’s become quite popular these last few years, likely thanks to their cruelty-free mission, pretty packaging, and products that actually work. And while the brand’s not crazy expensive, we’re always on the hunt for the best Tarte Shape Tape alternative for the Juicy Lip Plump.
Tarte’s Shape Tape, for example, is one of the brand’s bestselling products. The concealer costs $31 a tube, but each tube only carries 0.33 ounces, making it a whopping $93.94 per ounce. Yikes.
Why is the cost per ounce important? Well, it’s an even way to compare costs when we’re looking at multiple products with varying weights. So even if one tube is smaller than the original Shape Tape, it’s still cheaper if the cost per ounce is cheaper. And don’t worry, we did the math for you!
We did some research and tested products ourselves to see how they compare to the name brand. And get this — a lot of these Tarte Shape Tape beauty alternatives cost $10 or less. Plus, we found some more Tarte makeup alternatives along the way (lip products, mascara, and more!), so we made sure to also share them below.
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The Best Tarte Shape Tape Alternatives
1. Wet n Wild Photo Finish Concealer ($4.99) vs. Shape Tape Concealer ($31)
The Photo Finish Concealer ($4.99, CVS) by Wet n Wild is a super close match for Shape Tape. Reviews say it has good coverage and goes on smoothly. At $4.99 for a 0.29-ounce tube, it’s $17.21 per ounce, compared to Tarte’s $93.94 per ounce ($31, TarteCosmetics.com).
“Long lasting, doesn’t feel really heavy. Love it!” — Walgreens reviewer
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2. e.l.f Cosmetics 16-Hour Camo Concealer ($7) vs. Shape Tape Concealer ($31)
I purchased the e.l.f. Camo Concealer ($7, Target) after researching the best drugstore beauty alternatives, and I actually like it more than my Tarte concealer. It has more than 29,000 5-star reviews, with reviewers saying it blends really well and lasts for a long time. At 0.20 ounces per tube, it comes out to $35 per ounce — which means you’ll save $58.94 per ounce compared to Shape Tape.
“I switched over to this from using Nars Radiant concealer and I’m a fan. It does what it needs to and doesn’t irritate my sensitive skin.” — Target reviewer
3. Makeup Revolution Conceal & Define Concealer ($7) vs. Shape Tape Concealer ($31)
One of my favorite things about Shape Tape is that it’s buildable. You can use a light coat for minimal makeup days or layer it on thick for full coverage. Reviewers of the Makeup Revolution Conceal & Define Concealer ($7, Ulta) say it works the same way and is comparable to Shape Tape. It holds 0.11 ounces in a bottle, which comes out to $63.64 per ounce.
“I try new concealers all the time, but I always come back to this one. Wears nicely, buildable if needed, and great price point.” — Ulta reviewer
4. Ulta Beauty Full Coverage Liquid Concealer ($10) vs. Shape Tape Concealer ($31)
Beauty influencers rave about Ulta brand makeup products, and reviewers swear the Full Coverage Liquid Concealer ($10, Ulta) is the same thing as Shape Tape. At $10 for 0.16 ounces, it comes out to about $62 per ounce. That’s a savings of more than $30 per ounce!
“Ulta concealer is wonderful, it wears well and is extremely reasonably priced.” — Ulta reviewer
More Tarte Makeup Alternatives
1. NYX Filler Instinct Plumping Lip Balm ($8) vs. Tarte Maracuja Juicy Lip Plump ($24)
The Tarte Maracuja Juicy Lip Plump ($24, TarteCosmetics.com) is a cult favorite. It comes in nine light shades and gives a light-plumping effect. At $24 per 0.095 ounce, it’s a whopping $252.63 per ounce. Reviewers say the NYX plumping lip balm ($8, Ulta) is comparable but at $88.88 per ounce.
“This product is a very affordable item that has a great color, easy to apply, lasts for a fair amount of time, and makes my lips plump. Highly recommend.” — Ulta reviewer
2. Makeup Revolution Blusher Reloaded ($7) vs. Amazonian Clay 12-Hour Blush ($30)
I’ve been using the Tarte Amazonian Clay blush ($30, TarteCosmetics.com) for years, and it’s the best blush product I’ve ever tried. But at $30 for 0.20 ounces, it’s pretty spendy for how much you get. Reviewers rave about the Makeup Revolution Blusher Reloaded ($7, Ulta), which is a similar consistency and comes in a lot of the same shades. And since it’s $7 for more product, it’s definitely worth trying.
“I love the formula, and it has a great color and great pigment. It goes on beautifully, and it’s not patchy and dry.” — Ulta reviewer
3. Essence Make Me Brow Eyebrow Gel ($2.99) vs. Busy Gal Brows Tinted Brow Gel ($22)
Tarte’s new tinted brow gel ($22, TarteCosmetics.com) keeps your eyebrows in shape and uses added fibers to make them look fuller. It comes in six shades and is $22 for 0.13 ounces, making it $169.23 per ounce. Ah! The Essence Make Me Brow Eyebrow Gel ($2.99, Target) uses the same fiber technology to create full brows at a much lower price. And it costs just $2.99 for 0.12 ounces, making it just $24.91 per ounce.
“This is a go-to product for me. It is quick and simple, covers my brows, and stays on all day.” — Target reviewer
4. L.A. Girl Pro Matte Foundation ($8.99) vs. Face Tape Foundation ($40)
Face Tape Foundation ($40, TarteCosmetics.com) is Tarte’s counterpart to Shape Tape. I use this every time I do a full face of makeup because it’s such good coverage but feels super light. However at $40 for 1.01 ounces, it’s a little more than I typically like to spend on a product. Based on reviews, the L.A. Girl Pro Matte Foundation ($8.99, Ulta) also has really good coverage with a lightweight matte finish but is just under $9 per ounce.
“I have sensitive/acne-prone skin and this worked wonders! It’s buildable full coverage and didn’t make me break out. New favorite foundation for sure.” — Ulta reviewer
5. Nudes Beauty Brick Eyeshadow Palette ($7.99) vs. Tartelette Energy Amazonian Clay Palette ($45)
Tarte’s Amazonian Clay Palette ($45, TarteCosmetics.com) has 12 pink and neutral-tone eyeshadow colors. The Nudes Beauty Brick Eyeshadow Palette ($7.99, Ulta) has 12 almost identical shades for much less. However, Tarte’s palette comes out to $3.75 per color, while Ulta’s palette is just $0.66 per color.
“Really pigmented and goes to show you that you don’t have to spend an arm and a leg for a good eyeshadow palette.” — Ulta reviewer
7. CoverGirl Clean Matte BB Cream ($9.99) vs. Maracuja Tinted Moisturizer ($30)
I love Tarte’s Maracuja tinted moisturizer ($30, TarteCosmetics.com), but CoverGirl’s Clean Matte BB Cream ($8.99, Walgreens) is super similar and just a third of the price. Both bottles are one ounce, so it’s a difference of $30 per ounce vs. $10 per ounce.
“When I’m in a rush and need to cover up I throw this bb cream on and go. It covers beautifully and leaves a matte finish. Definitely recommend it for a great affordable BB cream.” — Walgreens reviewer
GET THE alternativE AT WALGREENS
8. Milani Conceal & Perfect Liquid Contour ($10.99) vs. Tarte Sculpt Tape Contour ($35)
The Sculpt Tape Contour ($35, TarteCosmetics.com) costs $35 for 0.40 ounces, so it comes out to about $87 per ounce. Milani’s Conceal & Perfect Liquid Contour ($10.99, Ulta) is a pretty close match for Tarte’s contour, and it’s less expensive at just $10.99. But you’ll only get half as much product. The Milani contour comes out to $54 per ounce, so it’s still cheaper. But it’s closer in price than some of the other Tarte alternatives.
“It blends beautifully and doesn’t move your foundation underneath. Gave me a great, sun-kissed finish!” — Ulta reviewer
9. Maybelline Fit Me Liquid Concealer ($6.99) vs. Power Flex Concealer ($28)
If Tarte’s Shape Tape is too thick for you, their Power Flex Concealer ($28, TarteCosmetics.com) is a lighter version. It’s buildable, so it’ll give you good coverage. However, reviewers say it’s not quite as heavy as Shape Tape. It is a few dollars cheaper than Shape Tape ($84.85 per ounce), but you can find inexpensive alternatives for the Power Flex. Maybelline Fit Me Liquid Concealer ($6.99, Target) is a nearly identical product, and it’s just $30.39 per ounce.
“This product is so affordable and works so well. I love the consistency and that you can build it up, or wear it really light by itself on a lazy makeup day.” — Target reviewer
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