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?


  1. 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).


  2. 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.

  3. 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.

    1. 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.

    2. 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!

    3. 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!

  4. 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.

  5. 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…

  6. 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. ?

  7. 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) 🙁

  8. 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.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.