Today well loved cruelty-free brand Too Faced announced that they are now part of the Estee Lauder family of brands. Rumors of this acquisition started circulating last year but were put to rest when Too Faced received the financial backing of a financial institution instead of another cosmetic company. Now, without warning, it was announced today that Estee Lauder has completed their acquisition of Too Faced.
One of the main reasons Too Faced has cited in the past for looking to take on more investment was to extend their reach into the European market. That has come up again today, with Jerrod Blandino telling Women’s Wear Daily that they want to take a more global approach with the brand. He also mentioned the possibility of opening Too Faced stores, which is something Estee Lauder has helped other cosmetic brands do
Knowing their audience, Jerrod Blandino has already addressed animal testing.
“They respect our values, our core beliefs that we built our brand on. We will not be animal testing, we will not be going into China, we will not be made to fold into a corporate culture that we do not have. They love and respect what we have created and are just going to support us and lift us up, without changing us in any way but great.”
For many consumers, Too Faced now being owned by a parent company who tests on animals is enough for them to no longer support the brand.
What do you think about the fact that Too Faced is now owned by Estee Lauder? Do you see this as a step forward to help get their brand out there, or a step back?
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