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. 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!

  2. 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.

      1. 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.

  3. 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 🙁

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