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Tarte Cosmetics denies using a filter in ad, fans remain unconvinced

Video Credit: In The Know Wibbitz - Duration: 00:59s - Published
Tarte Cosmetics denies using a filter in ad, fans remain unconvinced

Tarte Cosmetics denies using a filter in ad, fans remain unconvinced

Tarte Cosmetics is facing backlash after customers accused the company of using a filter on an ad for its newest product drop.In the ad in question — an Instagram Reels video posted by Tarte Cosmetics — .a woman close to the camera applies what is presumed to be Tarte's new Timeless Smoothing Primer while a voiceover describes the product as "like a filter, without a filter".But fans of the brand have started to complain that they noticed a filter being used to smooth the appearance of the model's skin in the ad.tarte has since deleted the video from its Instagram, but plenty of screen recordings of the clip have circulated on TikTok and Twitter.According to BuzzFeed News, a spokesperson from Tarte said, "We can confirm that a filter was not used in this video and we did not retouch it in any way".However, some Instagram users began posting slow-motion versions of the ad in which they claimed the filter was more apparent.Later on, Tarte released another video on its page to combat rumors that it had used a filter.

"No filter!" the video claims."If it was not a filter, why [did you] delete that video?" a commenter asked


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