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


  1. 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.


  2. Hello!
    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

  3. 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.

      1. 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!

  4. 🙁 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.

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.