Tarte Cheek Stain and 2 More Products

Michelle YorkAugust 10, 2026

I definitely don’t wanna ruffle any feathers, but as a lover of makeup, the point of makeup for me is to build confidence with what you already have. To show you what is possible with makeup before resorting to something as drastic as plastic surgery. Quite literally, this campaign is the opposite of what the outrage is being directed at. They don’t spend more money than other beauty brands on marketing, they choose to create viral moments. Just like what content creation has become, the stakes have to get higher these days to get noticed. Sadly, it’s the world we are living in and old school marketing just isn’t working the way it used to. Contour DOES and CAN do so much, and this was trying to highlight that. It’s makeup. We use makeup to alter our appearance. I actually love the product too 😭!! But that’s what makeup is & does. It’s about confidence for me. Full stop. I certainly would not want to take away from someone’s truth, but I was surprised at the outrage. There is no world in which I believe this brand would do an entire marketing campaign around telling women they need plastic surgery. I know the heart of the people working for this company & it couldn’t be more opposite of what I’m seeing, which is SO frustrating. But I know they’ll keep giving back & pouring into their communities, INCLUDING what they do for underserved and underprivileged women & small female-owned businesses. And that impact that I have personally witnessed goes far and above this marketing campaign.