Beauty & Cosmetics

Too Faced May Be Bought by Estee Lauder

Too Faced May Be Bought by Estee Lauder

I woke up today to a terrible rumor – Too Faced may be bought by Estee Lauder. Too Faced has long been known as a high-endcruelty free brand that goes out of their way to provide amazing vegan options to their customers. The ladies over in the Bunny Lifestyle group found out about the news first, and I had to immediately share with the readers of Logical Harmony.

Update on June 8, 2015: Too Faced Gains a New Investor, and It’s Not Estee Lauder

According to the WWD article Too Faced Cosmetics on Block, Sources Say the brand is looking to sell and one of the prospective buyers is cosmetics giant, and animal tester, Estee Lauder.

“One of the bidders is Estée Lauder, along with a number of private-equity players. Too Faced was  founded in  1998 by Jerrod Blandino and Jeremy Johnson, and in 2012, Western Presidio bought a majority stake. Sales of the Irvine, Calif.-based cosmetics brand, whose price points range from $17 to $49, has been estimated at $150 million at retail annually.”

Personally, I really hope that Too Faced can either remain independently owned or be purchased by a private-equity player. If they are purchased by Estee Lauder, even if Too Faced is able to remain cruelty free, they will be owned by a parent company who tests on animals. This could be a huge hit to current customers of Too Faced, and to the brand who would lose many customers if this deal happens.

I have reached out to Too Faced directly and am hoping to receive a statement from the brand on this matter. When and if I do, an update will be posted here on Logical Harmony. Too Faced is one of my favorite brands and I would be devastated if I have to stop supporting them.

I encourage you to reach out to Too Faced and let them know that you will not support their brand if they are purchased by a company who tests on animals. Email them, tweet at them, post on their Facebook wall, or post on their Instagram page.

Update on June 8, 2015: Too Faced Gains a New Investor, and It’s Not Estee Lauder

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  • Reply Stephanie Thursday - January 21, 2016 at 9:23 pm

    Has there been any updates on this front? I haven’t found any concrete information about them being officially sold to another company. I’ve always wanted to try Too Faced and now I’m really concerned about it no longer being 100% cruelty-free.


  • Reply kym Monday - June 1, 2015 at 1:19 pm

    I’m bummed about this because I just ordered from them a few weeks ago. My order is taking forever to even get shipped, so I asked for help on their FB page (CS never got back to me). I snuck-in this question at the same time, hoping they would be pressured into answering both of my questions.
    In my experience, their Facebook rep has always been great at responding to questions from fans in a very timely manner. I have noticed that they have not replied to any fans asking this particular question though. I have a bad feeling. I like their makeup but I’m sure there are better options out there. Their eye shadow was never my favorite, but the point was I was happy to give my business to a company with the same ethical viewpoint. I hate that I’ve helped yet another person make millions because I trusted their BS faux-compassion marketing scam.
    This is my third switch in less than five years. The lack of integrity is so disappointing.
    Oh well, on to the next

  • Reply Therese Friday - May 15, 2015 at 2:20 pm

    Any news?

  • Reply visionaryvoice on youtube Tuesday - May 12, 2015 at 5:30 pm

    I just uploaded video sharing this blog post and giving my take on it & practical tips.

  • Reply Samantha Saturday - May 9, 2015 at 12:50 pm

    Just emailed them! Hopefully we hear good news.

  • Reply Jess Friday - May 8, 2015 at 5:25 pm

    I’m so sick of all these great cruelty free brands selling out!

  • Reply anne goodwin Thursday - May 7, 2015 at 3:40 am

    I received a fairly generic email response from Too Faced, Aun’Jenelle,
    Website Customer Relations Coordinator, stating they were not privy to the information (meaning the sell). That their policies regarding animal testing remains the same. I posted on the Too Faced Facebook page as well and noticed quite a few comments regarding the sell rumor. Time will tell, prayers & fingers crossed.

    • Reply Tashina Combs Tuesday - May 12, 2015 at 7:01 am

      I hope that they release a statement about the issue soon. It would be nice to hear something official.

      • Reply visionaryvoice on youtube Tuesday - May 12, 2015 at 8:05 am

        Thank you for sharing this a , a subscriber just let me know as I had no idea. I have never bought anything form too faced , personally but it suck to lose another “big brand” who sells out.
        I will be sharing this later to help get word out, I had no idea!

      • Reply visionaryvoice on youtube Wednesday - May 13, 2015 at 6:10 am

        I just checked their facebook and twitter and am not happy that I can’t seem to see people’s comments on this issue.

  • Reply helensnowdon Wednesday - May 6, 2015 at 2:27 pm

    I’ve never had the pleasure of trying this brand though they’ve been on my ‘to-do’ list since I started blogging. Tweet sent! Hopefully they won’t sell out.

  • Reply Sarah S. Wednesday - May 6, 2015 at 5:26 am

    🙁 Oh man, I really hope they don’t sell to Estee Lauder. We have plenty of options these days to buy cruelty-free, including parent company, so they would lose my business.

  • Reply Haley Tuesday - May 5, 2015 at 4:12 pm

    No. Worst news ever. Why does Este Lauder have to ruin everything? Let’s hope they don’t get in there!

  • Reply neversaydiebeauty Tuesday - May 5, 2015 at 3:26 pm

    Sad news. Do you know who any of the other bidders are besides private equity which is another bad option?

    • Reply Tashina Combs Tuesday - May 5, 2015 at 4:13 pm

      I don’t know anything at this time. I am hoping to hear from Too Faced soon or that Too Faced will release a statement soon.

  • Reply patgoodwin1 Tuesday - May 5, 2015 at 2:06 pm

    I sent an email to them saying I will not support them if they sell to a company that tests on animals. I hope they chose the kind choice, otherwise they’ve lost many customers, it’s as simple as that. Everyone contact them and let them know how you feel.

  • Reply Keirstyn Tuesday - May 5, 2015 at 1:14 pm

    I’ll be reposting this on social media and contacting them. thanks for the update!!

  • Reply Dawn Tuesday - May 5, 2015 at 12:07 pm

    No! Is there any brand we can trust anymore?

  • Reply Nicole Tuesday - May 5, 2015 at 9:52 am

    Well this really stinks. I love this brand!

  • Reply Tova J Tuesday - May 5, 2015 at 9:43 am

    What nooo! I always found it to be so great that Too Faced is independant and not “another brand selling out”, you know. I do support brands with non-CF companies, but I always prefer the ones that are independent or owned by CF companies. It’s still just a rumour, and I really hope they will think this over more than twice before, since their cruelty free stance is very important to them.

    • Reply Tashina Combs Tuesday - May 5, 2015 at 9:43 am

      I hope that it stays as just a rumor, Tova!

  • Reply Erin Tuesday - May 5, 2015 at 8:49 am

    I’ve already written and reposted this on multiple social media. I hope this isn’t true because they just keep getting dropped like flies- first body shop, then urban decay- then nyx… Now my favorite brand ever? Not happy.

  • Reply elle Tuesday - May 5, 2015 at 8:46 am

    Oh no! Too Faced is my favorite, now I have to find an alternate, not easy.

    • Reply Tashina Combs Tuesday - May 5, 2015 at 8:51 am

      Well, hopefully they won’t sell to Estee Lauder and we can continue to purchase from them!

    • Reply visionaryvoice on youtube Tuesday - May 12, 2015 at 8:07 am

      not to worry, if they do, there are dupes we could find, as in my opinion no colors they had were “unique” necessarily, though this news does suck. Don’t give up, even if they might. 🙂

  • Reply Alex Tuesday - May 5, 2015 at 8:13 am

    This is horrible news!!! I hope my emails and IG posts will help.

  • Reply Mandy. Tuesday - May 5, 2015 at 8:12 am

    No! Not another brand!

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