Too Faced

Product brand

Too Faced is an American makeup and cosmetics brand known for playful, high-performance products, distinctive packaging, and bestselling eye and complexion lines.

Last updated October 6, 2026

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Overview

Too Faced is an American prestige beauty brand founded in 1998 by Jerrod Blandino and Jeremy Johnson. The founders developed the company after working in the beauty retail and cosmetics industry and positioned it as a more expressive alternative to traditionally serious prestige makeup. The brand built its identity around color, glamour, humor, feminine visual codes, and products designed to make makeup feel entertaining as well as functional. The company initially became known for eye makeup and innovative color cosmetics sold through specialty beauty retailers and department stores. Its packaging frequently uses playful names, decorative motifs, and references to sweets, romance, or vintage glamour. This distinctive presentation helped Too Faced stand apart in a crowded market and made the products highly recognizable both on retail shelves and in online beauty content. Among its best-known franchises are Better Than Sex mascara, Born This Way complexion products, Lip Injection lip plumpers, Chocolate Bar eyeshadow palettes, and Hangover skincare-prep products. Better Than Sex became a particularly important product franchise, with the brand promoting its hourglass-shaped brush and volumizing formula. Born This Way expanded the company’s presence in foundation, concealer, and complexion makeup, while the Chocolate Bar line connected eyeshadow with dessert-inspired shades and fragrance cues. Too Faced also benefited from the expansion of specialty beauty retail, e-commerce, social media, and influencer-led product discovery. Its visual identity and product naming translated well to digital platforms, where demonstrations, swatches, reviews, and limited-edition launches helped generate awareness. The brand has sold through its own website as well as retailers including Sephora and other international beauty channels, although exact market availability varies by country and period. In 2016, The Estée Lauder Companies acquired Too Faced. The transaction brought the independent brand into one of the world’s largest prestige beauty groups while allowing it to retain its established name and creative identity. Following the acquisition, Too Faced remained a distinct brand within Estée Lauder’s portfolio and continued to develop makeup, skincare-prep, and fragrance-related offerings. Too Faced’s present positioning combines accessible prestige pricing with a highly theatrical brand personality. It competes in makeup categories where performance claims, packaging, shade range, online visibility, and recurring product franchises are important. Its business scope centers on color cosmetics, supported by complexion preparation, lip care, skincare, and selected fragrance products. The brand’s exact corporate financial results are not generally reported separately by its parent company.

History

Too Faced was established in 1998 by Jerrod Blandino and Jeremy Johnson. The founders sought to create makeup with a more playful and emotionally engaging identity than the restrained presentation common in much prestige beauty at the time. Their approach combined strong product claims with decorative packaging, unusual names, feminine styling, and an emphasis on makeup as a form of self-expression. The brand’s early growth came from color cosmetics, particularly eye products and palettes. Too Faced developed a recognizable retail presence through specialty beauty stores, department-store channels, and later e-commerce. Its products were often designed as collectible franchises: a successful formula could be extended into new colors, seasonal packaging, or related products. This model supported repeat purchasing while preserving the brand’s distinctive personality. Mascara became one of Too Faced’s most important categories. Better Than Sex Mascara, introduced during the brand’s growth period, became a signature product and a major source of recognition. Its hourglass brush, volumizing positioning, and prominent name made it particularly visible in beauty reviews and social content. The brand subsequently expanded the franchise into additional formulas and related eye products. Too Faced broadened beyond eyes with complexion, lip, face, and preparation products. Born This Way foundation and concealer gave the company a substantial complexion franchise, while Chocolate Bar eyeshadow palettes used dessert-inspired design and color storytelling to distinguish the line. Lip Injection products established a recognizable lip-plumping segment, and Hangover products connected makeup with skincare-prep and hydration-oriented claims. During the 2010s, the growth of Sephora, online beauty retail, social platforms, and creator-led product demonstrations provided favorable conditions for Too Faced. Its packaging was highly identifiable in photographs and videos, while mascara, foundation, and palette products were well suited to tutorials and reviews. The company also used limited-edition collections and seasonal collaborations within its broader visual language, although specific campaign details and performance figures are not consistently disclosed in public sources. The Estée Lauder Companies announced the acquisition of Too Faced in 2016 and completed the transaction that year. Too Faced became a distinct brand in Estée Lauder’s prestige portfolio rather than being absorbed into another label. The acquisition provided access to a larger international distribution, marketing, and corporate infrastructure while preserving the Too Faced name and its playful creative positioning. After the acquisition, the brand continued to operate across makeup and adjacent categories. Its major commercial emphasis remained color cosmetics, supported by complexion products, eye makeup, lip products, primers, skincare, and fragrance. Jerrod Blandino later left the business in 2022. Too Faced remains an active brand of The Estée Lauder Companies, but the parent company does not generally publish a separate full income statement for the brand.

2022
Co-founder Jerrod Blandino departs
[5]Too Faced co-founder Jerrod Blandino departsbusinessoffashion.com
Jerrod Blandino leaves Too Faced after serving as a central creative leader since the brand’s founding.
2016
The Estée Lauder Companies acquires Too Faced
[1]The Estée Lauder Companies to Acquire Too Facedelcompanies.com
Too Faced joins The Estée Lauder Companies portfolio as a distinct prestige beauty brand.
2015
Born This Way complexion franchise expands
[4]Born This Way Foundationtoofaced.com
Too Faced builds a major complexion platform around foundation and concealer products designed to provide natural-looking coverage.
2013
Better Than Sex Mascara becomes a signature franchise
[3]Better Than Sex Mascaratoofaced.com
The brand develops its most recognizable mascara franchise, helping strengthen its position in prestige eye makeup.
1998
Too Faced is founded
[1]The Estée Lauder Companies to Acquire Too Facedelcompanies.com
Jerrod Blandino and Jeremy Johnson establish Too Faced as a makeup brand centered on playful prestige cosmetics and expressive packaging.

Products and positioning

Playful prestige beauty with glamour-oriented color cosmetics, recognizable packaging, strong product franchises, and a focus on expressive makeup performance.

Eye makeup · 2013
Better Than Sex Mascara
Too Faced’s signature mascara franchise is positioned around dramatic volume, intense color, and an hourglass-shaped brush. It has been offered in multiple formulas, including waterproof and primer-related variants, and is one of the brand’s most recognizable products.
Complexion makeup · 2015
Born This Way Foundation
A medium-to-full-coverage foundation positioned to create a natural-looking complexion. The Born This Way franchise expanded the brand’s role in foundation and was accompanied by concealers and other complexion products.
Eye makeup · 2013
Chocolate Bar Eyeshadow Palette
A dessert-inspired eyeshadow palette line that uses chocolate-themed presentation, warm neutral shades, and a collectible palette format. It helped establish Too Faced’s connection between product design, scent, color storytelling, and gifting.
Lip makeup and care
Lip Injection
A family of lip-plumping products sold in gloss, treatment, and related formats. The franchise is associated with a tingling application experience and a fuller-looking lip effect, and it occupies a prominent place in Too Faced’s lip assortment.
Makeup preparation
Hangover Face Primer
A face-prep product positioned around hydration and refreshed-looking skin before makeup application. The Hangover line extends Too Faced beyond color cosmetics into skincare-adjacent preparation and supports longer makeup routines.

Brand decisions

2016
Acquisition by The Estée Lauder CompaniesM&A
Background
Too Faced had developed a strong position in prestige makeup through its product franchises, specialty-retail distribution, and distinctive creative identity.
Action taken
The Estée Lauder Companies agreed to acquire and subsequently completed the purchase of Too Faced, retaining the brand as a distinct label within its portfolio.
Aftermath
Too Faced gained access to Estée Lauder’s international infrastructure and continued operating across makeup and adjacent beauty categories. The transaction’s reported value was approximately $1.45 billion.
Reported acquisition consideration. $1.45 billion (2016 acquisition announcement)
Source

Recent events

2022
Jerrod Blandino departs Too Faced[5]Too Faced co-founder Jerrod Blandino departsbusinessoffashion.com
Leadership change
Co-founder Jerrod Blandino announced his departure from Too Faced after the brand had operated for several years under Estée Lauder ownership.
2019
Too Faced co-founders leave the company[6]Too Faced联合创始人离开公司businessoffashion.com
Leadership change
Jerrod Blandino and Jeremy Johnson departed Too Faced after the brand had become part of The Estée Lauder Companies.
2016
The Estée Lauder Companies agrees to acquire Too Faced[1]The Estée Lauder Companies to Acquire Too Facedelcompanies.com
M&A
The Estée Lauder Companies announced an agreement to acquire Too Faced, adding the fast-growing prestige makeup brand to its portfolio.
2016
Estée Lauder Companies completes acquisition of Too Faced[7]雅诗兰黛集团完成对Too Faced的收购elcompanies.com
M&A
The acquisition was completed and Too Faced became a brand within The Estée Lauder Companies.
2016
The Estée Lauder Companies completes acquisition of Too Faced[8]雅诗兰黛集团完成对Too Faced的收购elcompanies.com
M&A
The Estée Lauder Companies announced the completion of its acquisition of Too Faced, adding the fast-growing prestige makeup brand to its portfolio.

Sources11 sources

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