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. 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!!!!

  2. 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…

  3. 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?

  4. 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!

    1. 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.

      1. 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.

  5. 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!

  6. 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.

  7. 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.

    1. 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…

  8. 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.

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