The Concealer: Alternative Wins
Tarte's Shape Tape is the matte, full-coverage benchmark. e.l.f.'s Hydrating Camo does the same job — blemishes and dark circles — for $8, with a more natural, less heavy finish. You give up a notch of coverage, not the result.
| The Name: Tarte Shape Tape Concealer | The Alternative: e.l.f. Hydrating Camo Concealer | |
|---|---|---|
| Price | $32 | $8 |
| You save | — | $24 |
| Finish | Matte, full coverage — the benchmark for a locked-down, high-coverage look | Satin finish, slightly lighter coverage that builds with layers — more natural, less heavy |
| Wear | Matte dry-down suits oily skin best | Sets fast, so blend quickly; less forgiving on dry under-eyes |
| Owner record | Years as the concealer every other concealer is measured against | Praised as near-identical coverage for a fraction of the price, lightweight with no heavy feeling |
Prices checked by hand on October 24, 2026 at Ulta and Target; prices move with sales — confirm before you buy.
Our verdict: the alternative wins. Same job, a quarter of the price, and a finish most faces actually prefer day to day. The honest catch: you lose a notch of coverage and the matte finish, and this one sets fast — blend it the moment it lands, especially under the eyes.
Where the money goes
- The coverage gap is real but small: Shape Tape covers more in one pass. Camo gets there with a second thin layer and looks less like makeup doing it.
- The finish trade: matte versus satin. If your skin runs oily and you love a fully matte dry-down, the original still earns its case. Everyone else gets the lighter wear for $24 less.
- The application catch: e.l.f. sets fast. Work one area at a time and blend immediately — the complaints in reviews are almost all about this, not the coverage.
See the original at Ulta See the alternative at Target
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