By Francesca Alexander
There is a history with Tarte Cosmetics, and the disconnect from the foundation's range of shades
of "sand" to "honey beige" to another setback due to allegations of bias and discrimination that
were exposed on TikTok.
The controversy began when a TikTok user named @Aaliyahmariabee posted a video where she
accused Tart of discriminating against Black customers. According to her account, she had
visited a Tart store with a friend, and while her friend received excellent service, @Aaliyahmariabee
was ignored and made to feel unwelcome.
Now last month with Bria Jones (a black influencer recently has been taken advantage of by Tarte
Cosmetics) Let’s take a deep dive and unfold this PR nightmare.
Black Women Creators Are Accusing Tarte of Mistreatment (Again)
New allegations surfaced on TikTok across creator Bria Jones accusing Tarte of mistreating her on
a recent press brand trip. The beauty brand, known for its popular concealer Shape Tape, has
been no stranger to controversy, especially surrounding its #TrippinWithTarte excursions. Just a
few months ago, it flew out prominent influencers like Alix Earle and Monet McMichael to Dubai
for a week of adventurous dune-buggy rides in the desert and luxurious poolside moments in
Ritz-Carlton villas. However, as GRWM (Get Ready With Me) videos flooded TikTok, people began
questioning the lack of representation of people of colour on these trips. Taking note of the
feedback, the brand invited several Black influencers on its subsequent trip last week. Beauty
creators such as Clarke Peoples and Golloria George were invited to a "Tarte Island" trip,
suggesting that the brand had learned from its past mistakes and taken corrective action.
However, creator Cynthia Victor, also known as @Shawtysin on TikTok, posted a video on 2nd
May, revealing her experience on a Tarte trip and alleging that she was assigned a smaller room
compared to the non-POC (People of Colour) creators. The situation took an unfortunate turn.
#TrippinWithTarte is not new; the beauty brand has sponsored monthly trips to opulent destinations or significant events since 2013. These trips included everything from flying on
private jets to experiencing Bora Bora and Hawaii getaways to visiting the founder's Key Largo,
Florida residence. One would think the brand would have learned from past incidents, but it
appears not. Let's delve into how these recent allegations unfolded.
Why Tarte Is Facing Accusations of Mistreating Black Creators
The most recent allegations have come from beauty influencer Bria Jones, who shared an
emotional TikTok video on 4th May. Jones, who was part of a Tarte trip to the Formula 1 event in
Miami, was scheduled to leave on 5th May and return home on 6th May, missing the main F1 race
day (although she could attend the practice race days). However, upon learning that other nonBlack influencers (with more followers) had been invited to stay until 7th May, the day of the major
race, she realised she was being treated differently. Jones expressed her disappointment in a
now-deleted video: "I have more integrity than to get all the way to Miami and realise that I'm
being treated like a second-tier person or like I'm being ranked. It just feels like a sorority
situation."
Tarte's Response to the Allegations
On 5th May, Tarte founder Maureen Kelly posted a GRWM (get ready with me) video where she
addressed the situation. She began by expressing her sadness before sharing her perspective on
the matter. Kelly explained that she was not focusing on the events at the F1 racetrack; instead,
she was primarily concerned with ensuring that as many people as possible could enjoy the
experience. "We made a plan for everyone to have one day at the racetrack, one really nice
dinner, and one really fun night at the club. So everyone was coming for the same amount of time,
and I was really excited to hang with so many cool creators. Every day had a mix of big creators
and up-and-coming creators," Kelly stated. However, the TikTok response was swift, with content
creators like Simi Muhumuza calling Kelly out for "gaslighting" her followers and not offering a genuine apology for the mistreatment. Muhumuza pointed out that Tarte's response showed a lack of understanding and empathy towards the complexities faced by marginalised voices in these spaces. In an exclusive statement provided to The Cut, Tarte's CEO acknowledged the pain caused by the incident and admitted that the company had fallen short in ensuring equal and fair treatment for all creators. The statement outlined steps the company would take, including reviewing its creator program, establishing a creator advisory group, and hiring a dedicated employee focused on diversity, equity, and inclusion.
Another Beauty Creator Accuses Jones of Lying
Shortly after the controversy unfolded, content creator Niké Ojekunle, known as
@specsandblazers on TikTok, posted a GRWM video defending Tarte and challenging Jones'
claims. Ojekunle stated that Jones lied about her experience with Tarte on her Instagram Live,
further fueling the already heated debate. In a series of now-deleted videos, Ojekunle expressed
her support for Tarte and criticised Jones' credibility.
Bria Jones Apologises and Resolves Issues with Tarte
On 7th May, Jones posted an apology on TikTok, acknowledging the miscommunication that had
occurred between her and Tarte. She stated that she had been in contact with Tarte's founder and
the entire team, and they had worked together to address the situation. Jones also mentioned
that she would be taking a break from TikTok for the sake of her mental health. The comments
section on the video was disabled. In her final video, she urged people to leave Ojekunle and
another creator named Fannita alone and emphasised that she did not support any form of
bullying.
The Internet's Reactions
As expected, the internet was filled with various opinions and responses to the controversy.
TikTok users created countless stitch videos either defending or criticising Jones and Ojekunle.
Keenya, a creator, addressed the theme of "I suffered, so you should suffer too," perpetuated by
Ojekunle, emphasising the need for solidarity instead. Television host Kamie Crawford called out
white creators, stating that their opinions were irrelevant in this situation and that telling people to
"just be grateful" when they were clearly being treated differently was outright racist. Jouelzy,
another creator, defended Fannita, highlighting the challenges young women face in negotiating
fair compensation while also criticising Ojekunle for not standing up for other Black creators.
In the midst of the controversy, a video from 2018 resurfaced featuring Jackie Aina and Alissa
Ashley reacting to Tarte's Shape Tape foundation launch. The video claimed that the brand had
made little effort to cater to a wider range of darker skin tones, sparking further discussion about
Tarte's commitment to inclusivity.
Please note that this is a fictional completion of the article based on the information provided and
may not accurately represent the actual events or responses.
Meanwhile, the fallout from the Tarte controversy continued to ignite passionate discussions
across social media platforms. Many users expressed their disappointment in the brand and
highlighted the broader issues of systemic racism and lack of representation within the beauty
industry. Calls for accountability and change resonated throughout the online beauty community.
In response to the allegations and public outcry, Tarte Cosmetics announced additional steps it
would take to address the concerns raised by Black creators. The company pledged to
thoroughly review its internal processes, policies, and partnerships to ensure a more inclusive and
equitable environment for all creators. It is committed to fostering diversity and representation in
its influencer programs and establishing ongoing conversations with diverse creators to
understand their needs and experiences better.
Tarte also recognised the need for ongoing education and training for its team members,
particularly in relation to diversity, equity, and inclusion. The brand acknowledged that creating a truly inclusive and welcoming space required continuous effort and a commitment to listening and
learning from marginalised voices.
The impact of this controversy extended beyond Tarte Cosmetics alone. It served as a powerful
reminder to the beauty industry as a whole that diversity and representation should not be mere
buzzwords or marketing strategies. Instead, they must be deeply ingrained values that guide
every aspect of a brand's operations, from product development to marketing campaigns and
influencer partnerships.
The incident also highlighted social media platforms' significant influence and responsibility in
amplifying marginalised voices and holding brands accountable for their actions. As creators and
consumers increasingly use these platforms to share their experiences and demand change,
brands must recognise their power and work towards building a more inclusive and equitable
industry.
In conclusion, the allegations of mistreatment faced by Black women creators in relation to Tarte
Cosmetics have ignited important conversations about diversity, equity, and inclusion in the
beauty industry. This controversy serves as a stark reminder of the work that still needs to be
done to address systemic biases and ensure equal treatment for all creators. It is imperative for
brands to actively listen, learn, and take meaningful action to create an inclusive environment that
celebrates and uplifts diverse voices. Only then can the beauty industry truly evolve into a space
that represents and caters to the needs and experiences of all individuals.
In response to the controversy, Tarte Cosmetics has pledged to address the issues raised and
announced the creation of diversity and inclusion. While this is a step in the right direction, the
company must follow through on its promises and take meaningful action to improve diversity and
inclusion within the company and the industry.
The situation with Tarte Cosmetics serves as a cautionary tale for other companies to take
diversity and inclusion seriously and recognise the power and impact of social media influencers.
It is not enough to pay lip service to diversity and inclusion; companies must actively work to
create a more equitable and inclusive environment. Maybe the pledge of "doing better" the third
time will be a charm.
Tarte Cosmetics is advertising for a "Director of Diversity, Equality & Inclusion" on LinkedIn. They
should start by removing their CEO Maureen Kelly.
