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?

(66) Comments

  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?

    1. I think that may be a recent change.

  4. Hayley Swinamer says:

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

  5. Tanika Johnson says:

    :'(

    1. I will never buy from two faced again

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