Beauty & Cosmetics

Too Faced is Now Owned by Estee Lauder

Too Faced is Now Owned by Estee Lauder

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. 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.”

Too Faced will maintain their cruelty-free status and they have expressed that doing so is very important to them as a brand.

While Too Faced is cruelty-free, Too Faced is owned by Estee Lauder. Estee Lauder is not cruelty-free. I think everyone should decide for themselves how they feel about parent companies who test on animals. Supporting any cruelty-free brand is better than purchasing products from a brand that tests on animals.  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. If this is the case for you, I encourage you to let Too Faced and Estee Lauder know that while you appreciate that Too Faced is still cruelty-free, it’s not enough for you as a consumer.

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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  • Reply Kathleen Ewing Thursday - May 18, 2017 at 9:16 am

    I will no longer but Two Faced products. And I am also going to state why on my Facebook page and others. Estee Lauder is making money from them and thus we would be supporting animal testing. I WILL NOT DO THAT EVER!

  • Reply Cat Hinkle Sunday - March 26, 2017 at 6:32 pm

    I have just recently stepped into the makeup world, and my first step was Estee Lauder, Too Faced, Clinique and more high-end brands that my mom and grandmother had used. Then I found out about animal testing. That made me totally re-think where to spend my makeup dollars.
    I used Too Faced products because they were consistently fantastic and cruelty free as well as being just plain adorable.
    Now I am not purchasing the gorgeous summer collection (Natural Love) and am spending my dollars on indie brands, off brands that are vegan and following this blog daily keep me informed so I can in turn let my 16 YouTube subscribers and Instagram followers know whats going on.
    To me it is just hypocritical of Too Faced to say they are cruelty free and yet sleep with a company that is definitely not. Money talks. Too Faced lived up to its name of being Two Faced, in my opinion.

  • Reply Hailey Friday - December 2, 2016 at 11:12 am

    Where can I find this on their website or another source?

    • Reply Tashina Combs Friday - December 2, 2016 at 11:42 am

      It’s been reported by a lot of news outlets, but here is the official press release from Estee Lauder –

      • Reply Marsha Traylor Thursday - February 9, 2017 at 4:33 pm

        I love too faced, but I boycott all Estee Lauder brands, and will no longer be using too faced. Corporate greed has gone too far when animal torture is involved. I get that they will not be animal testing, but they sold out in my opinion. On the NO BUY list for me.

  • Reply Jen Thursday - November 24, 2016 at 8:27 pm

    So sad 🙁 I love their Born This Way Foundation, I’m wondering what you’d recommend that’s similar instead? Thanks for everything you do!

    • Reply Tashina Combs Sunday - February 5, 2017 at 2:48 pm

      I would give the Beautifully Balanced foundation from Styli-Style a try!

  • Reply Linda Monday - November 21, 2016 at 4:12 am

    Dear Tashina, thank you for your hard work on informing us about what’s happening in cruelty free make up world. All my info comes from your blog, I do not only now look for cruelty free brands, but toxic free as well, but still I would check if the brand (even toxic free) is on your updated list.
    I am one of those who does not support cruelty free brands owned by company’s who are testing on animals, as I don’t believe they’re genuine in not supporting animal testing. They just agreed to be a part of animal torturing and killing company!!! So yeah my rant over, I did only buy one of their products and wanted totry Born This Way foundation, well not anymore 🙁

  • Reply Bonnie Sunday - November 20, 2016 at 5:28 pm

    Another one “bites the dust”…ironic as I was at Ulta yesterday returning Becca foundation for this very reason, and Almost bought some Too Faced, but for some reason I felt uneasy about it…there are many great alternatives. Will admit it can be very time consuming searching and trying different ones till you find your HG!! Too bad for you guys, TOO Faced, I feel you really are TOO FACED now!!!!

  • Reply My Sunday - November 20, 2016 at 2:13 pm

    Wow Im actually heartbroken, tho i have to admit i’ve been wanting too faced to extend to europe, but this is NOT worth it. I dont care if they try “seperating” them selfs from este lauder. You’re este lauder propert now, their values are now your values. Damn it, first becca now Too faced?!! Moneyhungry hypocrites…

  • Reply Stephanie Sunday - November 20, 2016 at 12:08 pm

    Has Too Faced always had the visitor comments on their Facebook page turned off? I went there to post that they’ve lost what used to be a loyal customer, and I couldn’t see any other visitor posts and I got a message saying mine would have to be approved by their admins. Has it always been this way, or are they trying to gloss over any backlash?

    • Reply Tashina Combs Tuesday - November 22, 2016 at 8:57 pm

      I think that may be a recent change.

  • Reply Hayley Swinamer Friday - November 18, 2016 at 11:11 pm

    Will never buy their products again no matter how much I’ve liked them. There are always other truly cruelty free brands to try!

  • Reply Tanika Johnson Friday - November 18, 2016 at 6:48 am


    • Reply Amber Sunday - November 20, 2016 at 3:44 pm

      I will never buy from two faced again

  • Reply Rosa Thursday - November 17, 2016 at 5:05 pm

    It’s funny, really, that the only reason I haven’t purchased more from Too Faced is because their products are hard to get where I live. (I hail from Finland.) Now they’re getting in bed with the enemy in order to reach a wider audience. Guess what? I won’t be buying from them even if they start selling their products next door! Asking people to accept them giving money that will go towards the torture of animals for profit is not what I call ethical or cruelty free. Parent companies that test are a deal breaker!

    • Reply My Sunday - November 20, 2016 at 2:15 pm


    • Reply Lora Monday - November 21, 2016 at 7:33 am

      My holy grail is there mascara but like everything in life it can be replaced. I have about 5 of there eyeshadow palettes but I will no longer purchase from them or Becca. It’s disappointing but I’m leaning towards changing to smaller brands so this is a good push.

      • Reply Marsha Traylor Thursday - February 9, 2017 at 4:37 pm

        Yes Lora you are right! I love their mascara but it CAN be replaced. These companies need to remember that we have other alternatives and will replace them with less greedy companies who honor their ethical committment. Too Faced just left the ethical arena.

  • Reply Rocío Thursday - November 17, 2016 at 3:25 pm

    This is heartbreaking! Tashina, we’d love to see a video about dupes for too faced products. I really loved their bronzer and melted lipsticks. Luckily the only things I own from them are sample size so they can be soon replaced. Really hoping to see this video!

  • Reply christine Wednesday - November 16, 2016 at 8:03 pm

    A friend of mine works for EL, and when I’ve posted about no loner buying from brands who have parent companies who test she basically had this to say. withher quote being “Told ya so.”
    I know it’s couched in coded language such as “if a regulatory body demands it…” which basically means selling in China. And how do you address their relationships with IIVS, SEURAT, and EPAA that while they are helping with these groups to find alt testing; they still have basically said that they will continue to do so because they want to sell in countries that require it (China) ? Love Logical Harmony and use it ALL THE TIME before purchasing, and to stay abreast of what is actually going on in CF makeup. Thanks for doing all the research you do.

  • Reply Alcid Jacobs Wednesday - November 16, 2016 at 7:47 pm

    First Becca and now Too Faced? I am very disappointed that great companies are choosing profit over their loyal customers. It is nice they are staying Cruelty Free, but I will not be repurchasing any more of their products.

    • Reply Carol Groves Sunday - November 20, 2016 at 1:49 pm

      I wonder if Too Faced will influence EL to begin developing their own products Cruelty-Free. I’m forever the optimist! But maybe, just maybe…

    • Reply Natascha Monday - November 21, 2016 at 1:15 am

      You’re RIGHT! Ethical values are way more important than economical value!!

  • Reply Rebecca Kenyon Wednesday - November 16, 2016 at 4:09 pm

    Thank you so much for all the effort you put in to keep us updated, your blog is so helpful. I had just bought my first too faced products so this is very disappointing. I won’t be purchasing again. I try to avoid parent companies that test where possible, there are other companies that need our support so that they don’t have to consider these options.

  • Reply Louis (seeyourstar) Wednesday - November 16, 2016 at 12:17 pm

    Noooo, STEP BACK! I have never bought anything too face, but I know how much of a blow this is to the cruelty free community and world of another choice gone. 🙁

    I mean as I always say, the great news is thank god we have other options, you keep doing the awesome work you do for just being you and shining light on those brands, like elf, o.c.c, illamasqua (not sure how long they will last) wet n wild (one of the longest running brands that never sold out as far as I am concerned).


  • Reply Trudy Tuesday - November 15, 2016 at 8:09 pm

    Money still goes to fund animal testing. I’m glad the individual companies adhere to not testing or selling in China, but the bottom line is, money still goes to Estee Lauder and that is a deal breaker. I also find it alarming that these big evil companies are virtually owning the entire market. There’s a lot of fantastic indie CF & vegan stuff out there. It doesn’t have the glossy fashion “cool” appeal of the high end stuff, or the fancy packaging, but it’s still excellent quality and made by ethical folk who deserve the support. It’s these little businesses that will continue to get my money.

  • Reply Alex Tuesday - November 15, 2016 at 7:09 pm

    This was so upsetting to hear. Does anyone have any suggestions on face primers and foundation? I was obsessed with Too Faced and feel lost without them being my go to for cosmetics.

    • Reply Louis (seeyourstar) Wednesday - November 16, 2016 at 12:23 pm

      Not sure what looking for powder or lliquid foundation, but I have found luck with GOSH x-ceptional liquid foundation, you could also try cover fx I hear many people like that. hope it helps

    • Reply MelissaM Wednesday - November 16, 2016 at 7:33 pm

      For primers CoverFX & Hourglass both have several great options (& you can grab samples @ ULTA or Sephora before committing, which is always helpful.) I have some others to try to use up but Too Faced has been my fave so I too will be on the hunt for a new HG.
      For foundation I’m a big fan of Emani’s Hydrawear 12HR Foundation, which is a light coverage buildable to med & best for normal to dry skin; Emani is carried @ a lot of smaller health food-type stores so I was able to sample it that way. I’m not a full-coverage wearer so can’t recommend from personal experience in that realm but do know many love options from Anastasia (the new stick/ not for drier skin), Hourglass (I have sampled the tint & its def nice but definitely pricier!!), & CoverFX (they have a handful of options incl 1-2 not carried @ Sephora; I really like their Custom Cover Drops, concealer & illuminating translucent powder.). IF one of the limited shades works for you many rave about Milani’s Conceal & Protect foundation too; I’m way too fair for the lightest shade.
      Last but not least Ulta’s store brand has some real hidden gems in their line & is super inexpensive factoring in the near-frequent promotions. I haven’t tried a face primer but their eye primer is excellent so I would think they might have a good one. I have tried & quite like their Demi-Matte Foundation, Color Correcting Foundation Stick (though I’ve used it more as a face concealer/ for touch ups, not all over), & BB Cream).
      Good luck & hope that helps a bit! While I’ve been a cruelty-free buyer for several years I only stopped purchasing from brands w/ parent company testers a year ago & while I don’t at all regret that decision, w/ IT, Becca, & now Too Faced selling it definitely ended up being a rough year to make that change!! While I will still use what I already have I’m now a bit sad – & angry, for that matter! – every time I use something from one of the previously CF brands.

    • Reply Anne Thursday - November 24, 2016 at 10:14 am

      Not sure how much coverage you require — I require lots these days — but I LOVE Pacifica’s CC Cream/Foundation. There are only 2 colors so it’s pretty goof-proof unless you are super-duper fair (not that there’s anything wrong with that) and I am gradually expanding checking out more of their products since they are 100% vegan and safe to purchase! hope that helps and happy shopping!

    • Reply Laura Watson Friday - December 9, 2016 at 9:15 am

      I use a hydrating serum by Superdrug called Simply Pure which is exactly like too faced’s hangover primer. For foundation I use the Kat Von D Lock-it foundation, it’s got the same if not better coverage than the Born This Way foundation and a great range of shades too!

  • Reply Melissa Tuesday - November 15, 2016 at 6:47 pm

    What a bummer. I will now feel guilty about purchasing their products, so that’s it for Too Faced. Thank goodness there are people like you keeping us all updated on our crusade against animal abuse. Thanks for sharing Tashina. At least now we can all make an educated decision about whether to buy from this company.

  • Reply Diana Emerich Tuesday - November 15, 2016 at 4:39 pm

    It is so sad… I’ve always struggled to find good, cruelty-free brands… Its a shame they all get bought…
    I did find a new, cruelty free brand that I love. I did join the company, and I wish they dont take that road…

  • Reply KZ Tuesday - November 15, 2016 at 4:07 pm

    I would rather go bare-faced than support companies who test on animals, and that’s exactly what I’d be doing by continuing to support Too Faced.

  • Reply Natalie Lozano Tuesday - November 15, 2016 at 3:45 pm

    I came to your site to look up the vegan Too Faced list. Then found this article. I am in shock. I have never tried Too Faced and I was looking forward to trying it. I feel bad for you Tashina, I know you have holy grails and don’t like to buy from brands that don’t have cruelty free parents. Thank you for keeping us updated. ?

  • Reply Karen Tuesday - November 15, 2016 at 9:42 am

    Huge step back. So disappointed. I like their products although I did not feel the last couple of products for Christmas were of the same quality, and were made in China which was another disappointment. Will be adding to the no buy list along with all the other companies, that have parent companies that test on animals and make money off their smaller companies. ( Bare Minerals, Buxom, BECCA, NYX, It, Tarte) 🙁

  • Reply Sarah Kirby Tuesday - November 15, 2016 at 9:28 am

    It’s definitely a huge step backwards for Too Faced but on the other hand they’re a relatively small brand trying to make themselves bigger and better so part of me gets why they’ve made this decision. As long as they remain cruelty free and dont sell in China then that is the main thing! I’ve never bought a huge amount of their products anyway but I really do think its important to support CF / Vegan brands regardless of the parent company. We must show a demand for CF products! Everyone has varying different opinions on parent companies and it is a tricky subject but where do we draw the line? Eating vegan options in a non vegan restaurant is along the same lines, or buying your food from a major supermarket which supports the slaughter of animals for the meat industry. Its a never ending battle and cycle. I think CF & Vegan makeup is slim pickings anyway and as long as the brand stays true to their original ethics I dont see a problem.

    • Reply Samsula Monday - January 30, 2017 at 2:29 am

      Totally agree!

    • Reply Cathy Tuesday - February 14, 2017 at 8:29 pm

      I agree with you. I want Estee Lauder to see that their cruelty-free brands make more money and hopefully realise that there’s demand for that.

  • Reply Ali Tuesday - November 15, 2016 at 8:43 am

    100% a step back, which is awful because they have always been one of my favourite brands. I definitely will not be supporting them in the future!

  • Reply Jody Brazee Tuesday - November 15, 2016 at 7:31 am

    Leaving too faced behind. Angry they sold out. I don’t buy from brands with bad parents.

    • Reply Louis (seeyourstar) Wednesday - November 16, 2016 at 12:25 pm

      Wow, somebody should hashtag that #dontbuybrandswithbadparents

  • Reply Nicole P. Tuesday - November 15, 2016 at 7:07 am

    Major bummer! They’re more expensive, but I like both Charlotte Tilbury and Red Apple Lipstick mascaras more. They’re not as wet or black, but they give you full, soft fluttery lashes. Any advice for super black mascara? The only other Too Faced product I use is the Milk Chocolate Soleil bronzer–any recommendations for a lighter bronzer? The Charlotte Tilbury is my go-to, but I liked having one a little lighter, too. I guess my point is while this is a major bummer, there are so many options for truly cruelty-free makeup. Hopefully this will be Estée Lauder’s last purchase for a while. Is that naïve? They’ve spent like $2.6 billion recently.

    • Reply Tashina Combs Tuesday - November 15, 2016 at 8:47 am

      For mascara, check out Eye of Horus’ new mascara or Dream Big from Pacifica. Both are really great options! And for bronzer, I’d say that Bronzed from Au Naturale is a good dupe.

    • Reply Melissa Tuesday - November 15, 2016 at 1:51 pm

      It’s not an exact dupe but for bronzer I actually like Physicians Formula’s Butter Bronzer. It does have a fairly strong tropical coconut scent bit as long as you’re okay w/ that the formula is fabulous & both shades are great for those w/ fair to light skin. Unfortunately there aren’t any options for darker skin. FYI the shade names are totally misleading as they aren’t really lighter or darker than one another but rather different tones. “Light Bronzer” is more neutral, to even a bit cool toned whereas “Bronzer” is warmer, albeit still far less so than most bronzers on the market & not at all orange; “light bronzer” is probably closest to TF Milk Chocolate. FWIW I’m very fair w/ neutral to slightly warm undertones (N10-15 in CoverFX) like both but LOVE “bronzer”. Hope that helps!

    • Reply Heather F. Saturday - November 19, 2016 at 1:41 pm

      I’m pretty fair-skinned, so bronzers can be really tough for me. I’ve found two that I can’t live without, and both are drugstore: Wet N Wild Color Icon Bronzer SPF 15 in Reserve Your Cabana, and Physician’s Formula Murumuru Butter Bronzer in Light Bronzer. Both work for me, and are cruelty-free.

  • Reply Sandra Tuesday - November 15, 2016 at 5:29 am

    Tbh idk to believe or not but either way its a huge step back !! Maybe this is a chance to just give up on makeup I mean what’s on our makeup that animals need to be tested on & die from suffering??so it can be approved to sell? Are ingredients that bad or what??!?!? All ik is that talc = ovarian Cancer paraben = breast tumors or cancer ?? reasons why I only wear makeup on special occasions only?? & Trying my best to become vegan cuz its a bumpy road lol?

  • Reply Melissa Lee Tuesday - November 15, 2016 at 4:11 am

    This is very disappointing 🙁 I won’t be buying from now on.

    • Reply Louis (seeyourstar) Wednesday - November 16, 2016 at 12:27 pm

      I feel you Sandra. The great neds, there are many options without those ingredients. EXAMPLE: ELF MINERAL INFUSED MASCARA, paraben free!, Cruelty free. $3.00. Your Welcome.

  • Reply Lovely Witches Tuesday - November 15, 2016 at 2:27 am

    Glad to read that Too Faced won’t be going into China, but as Estee Lauder are not going cruelty-free any time soon I won’t be buying from them. What a step back 🙁

  • Reply Julia Tuesday - November 15, 2016 at 1:44 am

    I will definitely not support them anymore. They were one of my favorite brands too, this is a huge disappointment.

  • Reply Manda Monday - November 14, 2016 at 9:32 pm

    I literally just did a post on a Too Faced product and was gushing about how I love that they have not been picked up by a parent company that is not cruelty free. Huge HUGE step back. Guess it is just ANOTHER brand that I will be letting go of:(.

  • Reply Clare Monday - November 14, 2016 at 8:46 pm

    I see it this way: if your mom used part of your allowance to torture innocent animals, would you keep giving her part of your allowance? Parent company is the mom in this scenario, TF is the kid. I won’t be buying from them ever again.

  • Reply Mariana Monday - November 14, 2016 at 7:54 pm

    My heart is broken! Too Faced was the one company I thought wouldn’t sell out.

  • Reply Kelly Monday - November 14, 2016 at 7:32 pm

    It’s disappointing. I’ll use up all my Too Faced products but will not purchase any more of their products.

  • Reply mary ann gonzalez Monday - November 14, 2016 at 7:26 pm

    Very disappointed first Becca now Too faced and IT . Even if they continue to be cruelty free I will not line the pockets of the parent companies ( Estee Lauder and L’oreal , ultimately they profit from these brands

  • Reply Diane Monday - November 14, 2016 at 7:12 pm

    Total deal breaker. I will not support any company whose parent company still does testing on animals. I assume that if I purchase their product, that the parent company makes money from that purchase. They will get nothing from me!

  • Reply Gwendy Haas Monday - November 14, 2016 at 7:01 pm

    It is a serious disappointment for me. It had been so important and a huge selling point for me that Too Faced wasn’t owned by a parent company that tested on animals and it is a deal breaker. I have stopped buying a lot of products because they aren’t on your list but I feel like the convoluted labeling needs to stop. You either are morally and ethically against animal testing or you aren’t. And allowing this merger tells me that Too Faced is not against animal testing.

  • Reply Heidi Kim Monday - November 14, 2016 at 6:49 pm


  • Reply Iram Monday - November 14, 2016 at 6:33 pm

    Thank you for sharing this! It is getting harder and harder to find cruelty free brands but I’m not giving up on the struggle!

  • Reply Christine Monday - November 14, 2016 at 5:36 pm

    Being acquired by Estee Lauder is a deal-breaker.

  • Reply Samantha Monday - November 14, 2016 at 5:14 pm

    I’ve been working hard to go vegan and cruelty free with all my makeup. I view this as a step back. I am happy they will stay with their values, but I have become more aware of parent companies. I will no longer purchase from this company.

  • Reply Beverly Line Monday - November 14, 2016 at 4:56 pm

    HUGE step back, and such a HUGE disappointment…..too-faced was one of the few companies NOT owned by a parent company that tests……now they are just like UD, Tarte, Nyx, It cosmetics, buxom, bare minerals, etc…………I could cry. Now they’ve sold out too. I’m just about ready to give up on makeup altogether. I’m so sick of the constant battle of wondering if a company is CF or not…..the lies, the shade, the struggle. I’m tired of my money ending up in the pockets of loreal or estee lauder. I might as well just be buying THEIR products! The poor animals…..THEY are always the ones that suffer the most. Way to go too faced….YOU SUCK!

  • Reply Jenna Monday - November 14, 2016 at 4:30 pm

    Huge step back and such a disappointment. 🙁

  • Reply Romina Monday - November 14, 2016 at 4:29 pm

    Such a bummer 🙁 They haven’t done anything good for MAC (selling in China and decreased quality of products), so I definitely don’t see it as a step forward. But as long as they stay crueltyfree and don’t change their formulas for the worse, I’ll continue buying Too Faced.

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