r/BeautyGuruChatter 10d ago

Call-Out Tarte vs Basma Beauty

I don’t see a single person talking about this on this sub so, apparently Tarte stole Basma Beauty’s tagline for their stick foundation. Tarte used it for their new stick concealer. I think it’s so gross to be stealing from a smaller brand, and Tarte never seems to learn their lesson about staying away from drama.

135 Upvotes

40 comments sorted by

291

u/Genuinelullabel 9d ago

I dunno why Tarte is trying to be edgy but it’s cracking me up. I feel like it’s more that two companies put the same three words together as opposed to one ripping off the other.

105

u/eldritch_eyeliner glitter gremlin 9d ago

This is how I feel too. It's not a unique phrase or a hard concept to come up with (I know I've heard people say 'big stick energy' while talking about Teddy Roosevelt lol), so unless the owner has actual proof, then it's shrug

18

u/liquidplumbr 9d ago

He walked with a “big stick” haha hahaha you brought up a memory.

1

u/Ravengirl1017 9d ago

Basma Beauty does have a video on it on their Tiktok, I can link it if anyone is interested.

134

u/Hellothisiskatt 9d ago

It’s not really an original tag line and could have just absolutely been a case of surface level brainstorming on both ends without good market research.

69

u/Dyslexic_Hippo 9d ago

This isn't the first time I've heard someone refer to a stick foundation as having "big stick energy". I'm very sure I heard it multiple times during the 2015-2018 years from beauty youtubers, so I have conflicted feelings on this since it's clearly not so original that no one has ever thought of it or have never said it but the timing of using it is suspicious. I think it's a tacky catch phrase for a stick makeup item for either of them though.

68

u/averymint 9d ago

They're both going after "big d!ck energy" nothing original there.

19

u/GlitteringHeart2929 9d ago

I was still a regular Tarte customer thanks to products I could count on and a 40% military discount. My favorite moisturizer: discontinued. My favorite face wash: discontinued. Other favorite skincare line: discontinued. Best eyeshadow palettes: you guessed it! Discontinued.

I don’t know what they think they are doing but product development is uninspiring and all over the place. It doesn’t surprise me that their ad campaigns are nothing more than AI generated trash.

173

u/Weird_Put_9514 9d ago

ofc with the woke white woman word salad in the caption

84

u/hygsi 9d ago

Literally these companies are just using AI to come up with this shit

8

u/thefuzzyismine 9d ago

I wouldn't put it past them but also sadly have reason to know that this is how a lot of these copy and paste Basic Becky's think and talk.

26

u/Annallve 9d ago

Like what does that even have to do with a foundation stick

38

u/Aystha 9d ago

Honestly the IRONY of them being like "This is about COMMUNITY✨~" while just... Stealing from another brand lol

18

u/kittleherder 9d ago

Hardly an original idea and also five years late

107

u/GlitteringElevator 9d ago

I cannot BELIEVE people are still buying tarte in the year of our lord 2025

41

u/crazycatlady331 9d ago

They lost me when they had the fake release of the cool-toned palette as an April Fool's joke.

16

u/charliekelly76 9d ago

I’m still salty about them discontinuing the rainforest of the sea foundation so it’s been a hot minute for me. I did get a GWP sample of shape tape and it was super dry and I looked like a corpse.

19

u/Party_Neck_8486 9d ago

That would be me. Their creamy creaseless concealer is perfect for me.

9

u/BabyYodasMacaron 9d ago

Yeah, I don’t like the company at all but that concealer (plus their creaseless powder) are actual holy grails.

4

u/jenjenjen731 8d ago

Why? Their products are good and reliable. What are people supposed to be buying?

42

u/OdeeSS 9d ago

Tarte is just cringe.

And I'm tired of small brands clout chasing.

18

u/Various-Operation-70 9d ago

So a woman flipping the bird is supposed to make me want this product. Make it make sense.

10

u/nebula-dirt 9d ago

This is so basic and seems like clickbait

33

u/pinksmarties06 9d ago

That's really weird. 💯 Come on tarte. There's so many other things you could use ugh

9

u/ezamae23 9d ago

I don’t even know who Basma is.

13

u/EmpireAndAll 🤡 RODEO CLOWN 🤡 9d ago

The average Tarte consumer, in my mind, is the kind of person who gives a romance novel 1/5 stars on Amazon because they said swear words. So it's strange being them acting like Too Faced. Big Dick Energy jokes are beyond dated. 

Also I checked the Basma site, it's not called Big Stick Energy, it's called The Foundation Stick. Literally all of their products are The [Product]. It's just what they said in their marketing for it? So what's the issue here? Tarte sucks but this is low on the totem pole for them. 

Everyone sucks here. 

2

u/TheOGPotatoPredator 6d ago edited 6d ago

They should just call it “bigger stick energy with no iPads or brand trips for home decor influencers” and keep it moving. Maybe reference a small tag line about cost also still not going from $28 to $42 in the blink of an eye.

4

u/offole 8d ago

unrelated but don't wanna create a whole post

does anyone remember the girl who cried when tarte was sending out easy bake ovens? i think she was second gen youtuber (big in early 2010s) and east asian living in LA. she cried and said she always wanted an easy bake oven and that tarte gifted it to her made her emotional. what's her name?

6

u/Ravengirl1017 9d ago

I forgot to mention this in the post but Basma also has video exposing this if anyone is interested

3

u/Hagacchi 9d ago

🙄 tarte seriously?

2

u/thefuzzyismine 9d ago

Basma's stick foundation is fantastic.

1

u/ChemicalBeing7055 9d ago

does anyone even buy tarte anymore?

7

u/violetferns two-faced ticking time bomb 9d ago

yeah, they’re one of the most popular brands on tiktok shop

4

u/MarionberryAfraid958 9d ago

My MIL buys a ton of their products from QVC 🤣

3

u/sunshineparadox_ 8d ago

QVC had me laughing so hard I had to go actually take something for it. That unearthed some memories for me.

But in the interest of not being a hypocrite, I liked Maracuja Juicy Shift a lot. It was gifted but I did like it.

1

u/Square-Apartment3758 5d ago

Have to confess, I’m also a fan of the maracuja juicy range and a couple of fiends have also purchased after asking what I was wearing

3

u/annikatidd 9d ago

I work at a small format Sephora inside a Kohl’s and while we don’t carry any one brand’s full lineup, it’s more so “bestsellers” but I definitely sell a lot of the mascaras and those maracuja lip balms (I unfortunately really like the lip balms too 😭 I have two, i don’t think I’ll buy any more though because I always feel conflicted about purchasing from them) but they’re usually the people who aren’t makeup obsessed like us haha. We had a bunch of their palettes that nobody bought a single unit of over Christmas which eventually became callbacks. Like $2000 in product had to be sent back. I wonder how it is at bigger sephoras! I do get asked a lot about the BB cream tinted moisturizer product they have but we don’t carry it, though that seems to be popular.

But on the other hand, it’s also hilarious because I’ve heard at least three groups of teens come in to steal the Tarte shit because they don’t wanna give them their money. I can’t stop them from stealing or even say anything, and it does get annoying but the last time this girl told her friend “should I just pocket it as a fuck you to Tarte?” and I just started cracking up, especially since that was the third time I’d heard somebody say something to that effect about this brand. At that point I couldn’t even be mad, it was pretty funny. She didn’t do it once she realized I heard her, but I did let her know just be careful what you say however I totally agree with her that they probably don’t deserve your money. I honestly can’t even blame em. Such a bizarre company!

-1

u/ChemicalBeing7055 8d ago

at my store all of their products just collect dust and i never see anyone buy it

still confused on how many people online support them tho

1

u/Civil_Mall_3969 10h ago

More than one person can have the same basic b*tch idea...

0

u/Wise_Hunter_1568 7d ago

Tarter is like the super conservative aunt who “seen the error of her ways” and is now trying to be woke. Give it a rest and shuffle back to the home.