- Founded In: 1998
- Founders: Jerrod Blandino and Jeremy Johnson
- Headquarters: Irvine, CA
- Brand Philosophy: Too Faced's purpose is to "empower you to be your best and dream beyond your imagination with products that are smart, innovative, and all wrapped up in covetable packaging that sparks joy."
- Current Creative Director: Sara Echeagaray
- Known For: Too Faced is celebrated for its playful approach to beauty, introducing innovative products like glitter eyeshadow and lip plumpers to the market. The brand's Better Than Sex Mascara has achieved iconic status, renowned for delivering dramatic volume and length. Additionally, their Chocolate Soleil Matte Bronzer, infused with real cocoa powder, offers a natural-looking tan with a delightful chocolate scent.
Founded in 1998 by Jerrod Blandino and Jeremy Johnson, Too Faced emerged as a vibrant and innovative brand in the cosmetics industry. Blandino, drawing from his experience as a makeup artist at an Estée Lauder counter, sought to infuse fun and creativity into beauty products, challenging the industry’s conventional norms. This vision led to pioneering products like the world’s first glitter eyeshadow and efficacious lip plumpers, which quickly garnered a dedicated following.
Over the years, Too Faced engaged in notable collaborations to expand its reach and appeal. In 2016, the brand partnered with Beautyblender to create the Beauty’s Besties collaboration, featuring a limited-edition Beautyblender sponge in a new petal-pink shade and a mini compact of Too Faced’s Candlelight Glow Highlighting Powder. Such collaborations showcased the brand’s commitment to innovation and its ability to blend its playful aesthetic with other beauty staples.
A significant milestone in Too Faced’s history was its acquisition by Estée Lauder Companies in 2016 for $1.45 billion, marking the largest brand purchase in Estée Lauder’s history at that time. This acquisition underscored Too Faced’s substantial impact on the beauty industry and its resonance with a diverse consumer base. The brand’s unique blend of high-quality products, whimsical packaging, and a commitment to cruelty-free practices has solidified its position as a beloved name in cosmetics.