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
I’m so sick of all these great cruelty free brands selling out!
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.
I hope that they release a statement about the issue soon. It would be nice to hear something official.
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!
I just checked their facebook and twitter and am not happy that I can’t seem to see people’s comments on this issue.
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.
🙁 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.
No. Worst news ever. Why does Este Lauder have to ruin everything? Let’s hope they don’t get in there!