Is Tarte Shape Tape Better Than This $7 Dupe? We Tested Both Beauty Products

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If you’re obsessed with Tarte Shape Tape but don’t love the price tag, you’ve come to the right place.

On the latest episode of What the Dupe, PureWow Creator Matthew put the best-selling product to the ultimate test by comparing Tarte Shape Tape to an equivalent concealer by E.L.F.—and the results are shocking.

In the episode (see above), Matthew tested one concealer on each side of his face to determine if they live up to expectations. He noted the Tarte Shape Tape is “a very full, full coverage concealer” and, therefore, might not be best for everyday use. Still, he immediately noticed the product’s smooth consistency.  

“The texture is super creamy. It doesn’t feel heavy,” he said. “That’s good that this is a full coverage concealer, but it doesn’t feel like it’s sitting on top of my face and it’s not adding weight.”

As for E.L.F., Matthew was extremely impressed by the quality. “It really brings out the pink undertone in my skin, which is a big thing these days,” he explained. “This blended out amazingly. I think that it is the same exact product. It feels the same on my face.” Keep scrolling for more details on each concealer.


  • More product (.33 oz)
  • More shades (30)


  • More expensive
  • Ulta Beauty exclusive


  • Less expensive
  • Equivalent dupe


  • Less product (.2 oz)
  • Fewer shades (26)


Senior Editor

Greta Heggeness is a California-based editor at PureWow and has been writing about entertainment since 2015. She covers everything from awards shows to exclusive celebrity...