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. 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.

  2. 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.

  3. 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.

    1. 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. 🙂

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