Tarte Cosmetics is expanding its Shape Tape franchise by bringing Shape Tape to Sephora for the first time.

The brand is celebrating with a new campaign to mark 10 years of Shape Tape and its debut at Sephora.

This move represents a pivotal shift for Tarte, placing hero SKU into Sephora just as the brand hits a double-digit anniversary and offering a case study in how established viral products are re-engineered for their next growth phase. 

As part of the campaign, Tarte is translating its viral #trippinwithtarte into over 50 Sephora stores across the country.

The brand will transform stores into immersive, social-first activations, where Tarte reimagines what a retail launch can look like for a modern beauty consumer. 

Tarte is protecting market leadership while unlocking new distribution, new consumers, and long-term franchise value.

The nationwide mobile tour will run from February 23rd to February 28th. 

Each event will feature immersive, social-first experiences, including Instagrammable moments, branded merch, surprise-and-delight activations, and exclusive in-store perks designed to drive trial and discovery.