Loved The Eyeshadow, Hated The Name. So I Changed It.
I have been a huge fan of Tarte since the brand's humble beginnings way, way back in 2000. It was a simpler time: I was just starting to get into prestige makeup brands and Tarte was gaining a lot of attention for its cheek stains. What do you get when you combine a blush fiend/makeup addict with a new brand that's changing the face of blush as we know it? A match made in heaven, that's what. I mention my longtime love affair with Tarte a lot on this blog - particularly when I want to talk about how I can't perform simple math but I can remember specifics about lipgloss from 12 years ago - so I don't think I need to elaborate much further. I think by now you can realize that when Tarte released their Tartelette eyeshadow palette earlier this year to celebrate their 15th anniversary, I immediately knew I needed to have it, if only to celebrate my decade and a half of love for the brand. I mean, first of all, It's just gorgeous, inside and out. It's a large palette that includes 12 neutral Amazonian Clay eyeshadows. This palette is not exactly what I'd call travel-sized, but when you factor in that this jumbo palette also includes a huge mirror, I could see it as a justifiable use of makeup bag real estate. And the shades. OH, THE SHADES.
You've got a super pale highlight shade, a dark charcoal, and everything in between. This is truly one of those "All You Need In One" palettes. (Ahem. I won't get into exactly how many "All You Need In One" palettes I own, but I assure you I can rationalize each and every purchase.) I was in love, and I was ready to bring this little beauty home... until I started reading the eyeshadow names.
The theme of this palette is Tartelettes, the name given to Tarte fans, lovers, and aficionados. Each of the eyeshadow shades is named after a trait that Tartelettes embody, be it "Multi Tasker," "Best Friend," or "Force of Nature." I'm all for this, until you get to "Super Mom," which, when I came across it, made me abruptly stop and question my undying love for Tarte and this palette. Why so exclusionary, Tarte?! Your Tartelettes may not be moms, and may not have the slightest desire to be moms, super or not. They may not even be women. At this point I started questioning all the names. For example, was "Caregiver" just as ostracizing? Could it be sending the message that you can only reward yourself with beautiful things, like this palette, because first you gave of yourself?
After some eyeshadow-based soul searching, I realized that "Super Mom" was the only shade that really irked me, and I felt oddly conflicted about still wanting to have this gorgeous palette in my makeup collection. I say oddly conflicted because, remember, we are talking about eyeshadow. Then I realized, once I purchased the Tartelette palette, I could rename any offending shades whatever I wanted. So I bought the palette, dusted off my label maker, and turned "Super Mom" into something much more palatable (pun most def intended).
Not only can "Hero" apply to anyone, it's also the name of my favorite roommate. Sure, it does disrupt a little of the beauty that this palette brings to the table, but now I can still enjoy beauty while still being a member of the Intersectional Feminist Club.
The takeaway boys and girls, is that the next time you think a beauty product has been wrongly named, just go ahead and change it to something more your speed. I can think of quite a few nail polishes that, upon reading their names, inspired me to roll my eyes so hard it was audible. And for those of you who don't identify as a super mom or a free spirit or a caregiver, don't let a particular product name get you down - you deserve whatever beautiful indulgence you set your heart on, be it eyeshadow or hiking boots or artisanal almond butter.
