Tarte Shape Tape Concealer vs Tarte Aqua Concealer- Physical, Chemical, Marketing + Price Comparison

Heyyyy Beautiesssssss

Tarte Cosmetics have two popular concealers in their line – the Shape Tape Concealer and the Aqua Concealer– and today, I am going to be comparing them!!

Tarte Shape Tape + Aqua Concealer Description

The Tarte Shape Tape and Tarte Aqua Concealer are popular concealers by Tarte that can be used for covering and for highlighting. The two concealers are pretty similar, so I thought I would do a full comparison post to see what one is better!!!

Detail Comparisons

Tarte Aqua Concealer- Made in Canada , 6 month shelf Life

10 ml – 0.34 ounces of product

Tarte Shape Tape Concealer- Made in Korea , 6 month shelf Life

10 ml – 0.34 ounces of product

Physical Comparison

I am going to talk about and compare physical aspects of the concealers including packaging, consistency/texture, feel and wear.

Packaging Comparison

The Shape Tape and Aqua Concealer have very similar, but different packaging. Both are beautiful!

Shape Tape- longer in length and more narrow, all plastic material , typical tarte purple and yellow theme,

Aqua Concealer- shorter in length and more thick, glass type material – lid is plastic but bottle is glass type, typical tarte purple and yellow theme,

Shade Range Comparison

The Shape Tape Concealer comes in 14 shades. There is a lot of light shades in the range and hardly any deep shades, which sucks big time. As you will see in the marketing section below, the Shape Tape is marketed as a concealer and a highlighter/contour product, so I find it weird that they don’t have more dark shades.

The Aqua Concealer comes in 11 shades. The Aqua Concealer offers a more versatile shade selection (even though it could use some more), and has 3 really dark shades, whereas the Shape Tape only has 1 really dark shade.

Applicator Comparison

The Tarte Shape Tape and Aqua Concealer have the same type of applicator with a big, fat, fluffy end, but the applicator in the Aqua Concealer is obviously shorter because the bottle it comes in is shorter.

Both applicators work absolutely amazingly with the product and disperse it so precisely across the face. They also deliver just the right amount of product that you need.

Feel/Texture/Consistency Comparisons, etc

Consistency/Texture Comparison

Both the Tarte Shape Tape and the Tarte Aqua Concealer have a very thick consistency.

The Tarte Shape Tape is a bit more thicker and is more creamy, whereas the Tarte Aqua Concealer is more runny and more liquid (but there isn’t a massive difference and the Aquaconcealer isn’t heaps runny or fully liquid at all).

Physical Note Comparisons

The Tarte Shape Tape and Tarte Aqua Concealer look and feel pretty much the same. They both have a strong, chemical type smell that is different, but still strong and deffo a chemical scent. Both concealers blend out the same way which is soooo easy, it literally takes no effort to blend both of them into the skin.

The Shape Tape does have SLIGHTLY more coverage than the Aqua Concealer but it’s hardly noticeable. The Shape Tape is also more matte than the Aqua Concealer, which has more of a dewy finish.

It is hard to spot much difference between the two concealers because they work and look pretty much the same.

Wear Test Comparison

In order to compare the wear of the concealers, I applied the Shape Tape to one side of my face and the Aqua Concealer to the other. I then recorded the time I applied the concealers and checked in every two to write down my thoughts over a period of 8 hours

Time Applied- 12.40 PM

Thoughts on Application- Both concealers blend out the same way, which is soooo easily. They look pretty much the same, except the Aqua Concealer has more of a slightly dewy finish whereas the Shape Tape has a fully matte finish.

First Check In- 2.40 PMtwo hours later– The Shape Tape Concealer is still fully on while the Aqua Concealer has rubbed off a bit. Both still have the same finish, but the Aqua Concealer side doesn’t have as much coverage as the Shape Tape by this point.

Second Check In- 4.40 PMfour hours later– Both sides look the same as before. There is hardly any creasing and everything looks good. Again, the Aqua concealer has rubbed off a bit more but the Shape Tape looks the same.

Third Check In-6.40 PMsix hours later– There really isn’t much difference in the wear since the last check in. Both concealers have worn off a bit more, with the Aqua Concealer side worn off more than the Shape Tape.

Fourth Check In- 8.40 PMeight hours later– By this time, both concealers have pretty much worn off. The Aqua Concealer side still has less coverage than the Shape Tape, but both are pretty much off.

Overall Wear Test Conclusion 

The Shape Tape Concealer and Aqua Concealer wear and last very similar throughout the day, but the Shape Tape does have more coverage and does stay longer than the Aqua Concealer. The finishes of both concealers are so similar, but I do prefer the Shape Tape a bit more than the Aqua Concealer just because it has more coverage and last’s longer.

I am now going to move on to the chemical, marketing and price analysis.

Ingredient List Comparison

Tarte Shape Tape Concealer Ingredient List

fair, light medium Ingredients: Water/Aqua/Eau, cyclopentasiloxane, cyclohexasiloxane, methyl methacrylate crosspolymer, butylene glycol, PEG-10 dimethicone, trimethylsiloxysilicate, sodium chloride, cetyl PEG/PPG-10/1 dimethicone, 1,2-hexanediol, aluminum hydroxide, amyl cinnamal, benzyl salicylate, butyrospermum parkii (shea) butter, convallaria majalis bulb/root extract, dimethicone/vinyl dimethicone crosspolymer, disodium EDTA, disteardimonium hectorite, ethylhexylglycerin, geraniol, glycyrrhiza glabra (licorice) root extract, helianthus annuus (sunflower) seed oil, hexyl cinnamal, hydroxycitronellal, leontopodium alpinum flower/leaf extract, lilium candidum flower extract, limonene, linalool, magnolia liliflora flower extract, mangifera indica (mango) seed butter, olea europaea (olive) fruit oil, paeonia lactiflora root extract, parfum/fragrance, phenoxyethanol, TBHQ, tocopherol, triethoxycaprylylsilane, triethyl citrate, ulmus davidiana root extract. (+/-): Titanium Dioxide (CI 77891), iron oxides (CI 77491, CI 77492, CI 77499)

Tarte Aqua Concealer Ingredient List

fair, light, light-medium, medium, tan, deep Ingredients: Cyclopentasiloxane, water/aqua/eau, cyclohexasiloxane, butylene glycol, glycerin, PEG-10 dimethicone, PEG/PPG-18/18 dimethicone, phenyl trimethicone, dimethicone, sodium chloride, algae extract, biotin, caprylyl glycol, carbomer, cetyl PEG/PPG-10/1 dimethicone, chlorhexidine digluconate, chrysin, citric acid, cocos nucifera (coconut) oil, cucumis sativus (cucumber) oil, gardenia taitensis flower extract, hexyl laurate, isopropyl titanium triisostearate, mica, N-hydroxysuccinimide, palmitoyl tetrapeptide-7, palmitoyl tripeptide-1, passiflora edulis seed oil, phenoxyethanol, polyglyceryl-4 isostearate, polysorbate 20, potassium sorbate, sodium citrate, sodium lactate, steareth-20, tetrahexyldecyl ascorbate, tocopherol, tocopheryl acetate. (+/-): Bismuth Oxychloride (CI 77163), iron oxides (CI 77491, CI 77492, CI 77499), titanium dioxide (CI 77891).

Chemical (Formula) Comparison

The Tarte Shape Tape and Tarte Aqua Concealer have different formulas. They do share some of the same ingredients, but are very different in regards to chemical makeup. I will say, I was expecting them to have more of the same ingredients because physically, the two are so similar that it’s hard to distinguish, but both formula’s contain heaps of different ingredients and are very different chemically.

Here is a picture of both formula’s so you can see.. I will continue below….

Formula Similarities vs Differences

The Shape Tape Concealer and Aqua Concealer do have different formula’s, and don’t share many of the same ingredients. They do, however, still have some similarities. Here are some differences vs similarities in regards to the two formula’s.

Tarte Shape Tape Concealer and Aqua Concealer Formula Similarities

Both the Tarte Shape Tape and Tarte Aqua Concealer contain 43 ingredients

Both concealers return a ‘good/recommended’ formula reading

Both concealers contain 2 highly recommended ingredients

Both concealers contain Silicone ingredients – Cyclopentasiloxane, Cyclohexasiloxane, PEG-10 Dimethicone and Cetyl PEG/PPG-10/1 dimethicone – are in both formula’s.

Other ingredients in both formula’s include Water, Butylene Glycol and Tocopherol (Vitamin E)

Both concealers use Phenoxyethanol as a preservative ingredient

• Both Concealers contain a wide variety of plant-based, natural ingredients, making them beneficial for the skin

Tarte Shape Tape Concealer and Aqua Concealer Formula Differences

The Tarte Shape Tape Concealer contains 2 highly recommended ingredients, 21 recommended ingredients, 15 average ingredients, 5 not recommended ingredients and no to be avoided ingredients.

The Tarte Aqua Concealer contains 2 highly recommended ingredients, 28 recommended ingredients, 8 average ingredients, 4 not recommended ingredients and 1 to be avoided ingredient

The Shape Tape contains no to be avoided ingredients and the Aqua Concealer contains 1 to be avoided ingredient

• The Shape Tape Concealer only uses Phenoxyethanol as a preservative ingredient, whereas the Aqua Concealer also contains Chlorhexidine Digluconate, which is the ingredient in the formula that is classified as to be avoided/very bad.

• The Aqua Concealer is made up of 20% water. The Shape Tape does contain water in the formula, but it has less water content than the Aqua Concealer (the Aqua Concealer get’s it’s name from this water ratio). This explains why the Aqua Concealer has a slightly more runny formula than the Shape Tape.

Soooooo, What formula is better????

Formula Ranking Comparisons + Spread Chart

In regards to what formula has a better chemical makeup, we can look to the ingredient spread charts to see. I have inserted a picture of the spreading charts below and will continue under it so you can see what I mean.

Deep Red = To Be Avoided Ingredients   Red = Not Recommended Ingredients

Yellow= Average Ingredients    Light Green= Recommended Ingredients

Dark Green= Highly Recommended Ingredients

As you can see in the photo below, the Aqua Concealer has less not recommended and average ingredients, and more recommended ingredients than the Shape Tape Concealer.


The Shape Tape Concealer doesn’t have any to be avoided/very bad ingredients (which are the WORST ranking an ingredient can get) whereas the Aqua Concealer has Chlorhexide Digluconate, which is classified as a ‘to be avoided/very bad’ ingredient. Chlorhexide Digluconate is classified as a to be avoided/very bad ingredient because it has potentially carcinogenic and toxic properties, may be able to change genes and can cause cancer causing nitrosamine.

In my opinion, the Tarte Shape Tape Concealer has a better formula than the Aqua Concealer because of the presence of this to be avoided ingredient. Both concealers have the same number of highly recommended ingredients, so I would certainly chose the product that doesn’t have a toxic ingredient over a product that does. This ism’t to say the Aqua Concealer formula is terrible, but this ingredient does drag the formula down.

All in all, while both formula’s are good and are pretty much the same in regards to the ratio of recommended ingredients vs not recommended ingredients, the Shape Tape Concealer doesn’t have any extremely toxic or controversial ingredients, so I think it has a better formula than the Aqua Concealer.

Marketing Comparison

Obviously, the Shape Tape and Aqua Concealer have a different marketing strategy, so we can look to this to see how Tarte thinks the concealer’s differ. Comparing marketing of the products is one of the most important thing’s to do because it is going to tie up everything that I have said above and thing’s will make more sense in regards to differences.

Tarte Shape Tape Concealer Marketing 

Tarte markets the Shape Tape Concealer by saying….

“A vegan friendly, creamy concealer for radiant coverage and contouring. Sculpt and highlight as you mask imperfections with this 2-in-1 full coverage concealer.

The hydrating, long-wearing formula delivers natural, radiant coverage across all skin types so you can instantly brighten and cover acne, dark circles and redness while softening the look of pores and fine lines. Wear it 1-2 shades lighter or darker, and it works as a creamy highlighter or contouring stick with a lightweight, blendable formula and tapered wand applicator ideal for precise strobing and sculpting. Powered by Amazonian clay and conditioning mango seed and shea butters, the nutrient-rich concealer helps promote skin elasticity and illumination with each crease-free application. Apply it with the all-in-one quickie blending sponge (sold separately) for a quick, complexion fix and flake-free finish anywhere”

Formulated without parabens, formulated without mineral oil, formulated without  phthalates, formulated without sodium lauryl sulfates, formulated without gluten

Tarte Aqua Concealer Marketing

Tarte markets the Aqua Concealer by saying….

A lightweight, 12-hour concealing serum offering buildable, medium coverage with skin-soothing benefits.

Mask imperfections while sealing in radiance and hydration with this buildable, medium coverage concealing serum. It features concentrated levels of pigments suspended in deep conditioning serum made up of 20 percent water to deliver the coverage you desire and the moisture your skin craves. The vegan friendly formula is powered by the proprietary Rainforest of the Sea™ complex that serves as the ultimate defense for skin, helping protect from daily aggressors and premature signs of aging. Apply it directly from the custom applicator wand to mask any redness, dark spots and acne or to brighten the undereye area.

Formulated without parabens, formulated without mineral oil, formulated without  phthalates, formulated without sodium lauryl sulfates, formulated without gluten

Differences in Marketing

 The Aqua Concealer is marketed more as just a concealer, whereas the Tarte Shape Tape is marketed as a concealer and a highlighting. The Aqua Concealer was released first so I would say that once Tarte recognised that people do highlight with concealer, they marketed the Shape Tape as both, even though both the concealers can be used as a concealer and a highlighter, there is nothing in the Aqua Concealer marketing that mentions highlighting

The Aqua Concealer is marketed as a Water Concealer that is made up of 20% water. This is why the consistency of the Aqua Concealer is slightly more runny than the Shape Tape. That isn’t to say the Shape Tape doesn’t contain water, because it does, just not as much as the Aqua Concealer.

The Shape Tape is marketed as a full coverage concealer whereas the Aqua Concealer is marketed as a medium build-able coverage concealer. This is why I found that the Aqua Concealer had slightly less coverage than the Shape Tape did in the wear test.

Similarities in Marketing

Both concealers are marketed as skin conditioning concealers with beneficial ingredients. This is true because both formula’s have a variety of skin conditioning and emollient ingredients, as well as a lot of beneficial, plant based ingredients.

Both concealers are formulated without parabens, formulated without mineral oil, formulated without  phthalates, formulated without sodium lauryl sulfates, formulated without gluten

Price Comparisons

Shape Tape Concealer- $37.00 AUD – $29.29 USD

Aqua Concealer- $38.00 AUD  – $30.08 USD

The Aqua Concealer is one dollar more expensive than the Tarte Shape Tape Concealer, so they do have a very very similar price point. I am not sure where this $1.00 price difference comes from, but it may be because the Aqua Concealer is made in Canada whereas the Shape Tape is made in Korea (the price of production is higher in Canada than Korea). The Aqua Concealer also has a glass-type bottle whereas the Shape Tape has a plastic bottle, which could contribute.

Overall Comparison Summary

The Shape Tape Concealer and Aqua Concealer are very, very similar, but do also have a LOT of difference.

Physically, the concealers are very very similar, but the Shape Tape Concealer has a more creamy consistency, has a higher coverage and last’s longer throughout the day. The Aqua Concealer has more of a liquid formula, a lower coverage, a dewy finish and tends to wear off quicker than the Shape Tape Concealer, which is probably because it is composed of 20% water, which is more than the Shape Tape is.

The coverage difference isn’t major and the Aqua Concealer does still provide a lot of coverage, but the Shape Tape is more matte and has more coverage. If you like a more dewy, natural finish, you will like the Aqua Concealer more but if you like a more matte, high coverage finish you will like the Shape Tape better.

Chemically, while the two concealers do share some similarities, the formula’s are very different. I was deffo expecting them to share more ingredients than they do, but they have a lot of different ingredients. In saying this, both concealers contain a lot of natural, plant based ingredients that have benefits for the skin. Both concealers return a ‘Recommended/Good’ formula ranking, and have almost the same ratio of recommended vs not recommended ingredients, but the Shape Tape Concealer contains NO to be avoided/very bad ingredients, whereas the Aqua Concealer contains ONE to be avoided/very bad ingredient.

Taking all of this into consideration, I do think the Shape Tape has a better formula and I like to avoid toxic and to be avoided ingredients at all costs.


I really did go into this with an open mind, and even though I know the Shape Tape has a lot of hype, I wanted to really investigate what one is better. In my opinion, I do think the Shape Tape is wayyy better. It has a better coverage, wears and lasts better and has a better formula than the Aqua Concealer. I certainly do not think it’s necessary to get both concealers unless you really want to and I would go with the Shape Tape.

What do you think of the Shape Tape Concealer and the Aqua Concealer?? Have you tried any of them or both?? Which one is you’re favourite?? Let me know in the comments below babes!!!!

Links To My Related Posts

My Other Concealer Posts- My Concealer Category Page Link

All of My Face Product Posts- My Face Product Category Page Link

My Other Tarte Cosmetics Posts- My Tarte Cosmetics Category Page Link

Where To Buy Tarte Concealers??

Tarte Cosmetics Online- Tarte Cosmetics Online Site Link

Sephora- Sephora AU Online Site Link , Sephora USA Online Site Link

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