As Benefit, Tarte and Urban Decay, Too Faced is one of those brands that believe makeup should be a tool to boost self-esteem. One of the founders, Jerrod Blandino, started the company by mixing ingredients in his kitchen and testing them on friends. It worked so well that his partner, Jeromy Johnson, who already had retail experience with beauty behemoths like Chanel and Estée Lauder, dropped out of his job to be the company’s CEO. The first collection got orders from Sephora, Nordstrom and Fred Segal, and was featured on Vogue. An instant hit!
Almost two decades later and Too Faced keeps charming customers with a combination of cute packaging, tongue-in-cheek names and makeup that really makes a difference, like Lip Injection gloss (the first product that I tried), Shadow Insurance primer, Better than Sex mascara and the irresistible eyeshadow pallets (Chocolate Bar, anyone?).
Moreover, Too Faced has been a proud non-animal tester since before it became the norm – Clover, the mascot, can be seen in many promotional pictures – and an advocate for self-esteem in campaigns like #ownyourpretty, with a focus in showing makeup as a tool to enhance identity. Speaking of it, the well constructed brand identity was surely a thumbs up in the Estée Lauder acquisition. Last month, the group bought Too Faced for $ 1.45 billion. Wow!