Too Faced is Now Owned by Estee Lauder
Today well loved cruelty-free brand Too Faced announced that they are now part of the Estee Lauder family of brands. Rumors of this acquisition started circulating last year but were put to rest when Too Faced received the financial backing of a financial institution instead of another cosmetic company. It was announced today that Estee Lauder has completed their acquisition of Too Faced.
One of the main reasons Too Faced has cited in the past for looking to take on more investment was to extend their reach into the European market. That has come up again today, with Jerrod Blandino telling Women’s Wear Daily that they want to take a more global approach with the brand. He also mentioned the possibility of opening Too Faced stores, which is something Estee Lauder has helped other cosmetic brands do.
Knowing their audience, Jerrod Blandino has already addressed animal testing.
“They respect our values, our core beliefs that we built our brand on. We will not be animal testing, we will not be going into China, we will not be made to fold into a corporate culture that we do not have. They love and respect what we have created and are just going to support us and lift us up, without changing us in any way but great.”
Too Faced will maintain their cruelty-free status and they have expressed that doing so is very important to them as a brand.
While Too Faced is cruelty-free, Too Faced is owned by Estee Lauder. Estee Lauder is not cruelty-free. I think everyone should decide for themselves how they feel about parent companies who test on animals. Supporting any cruelty-free brand is better than purchasing products from a brand that tests on animals. For many consumers, Too Faced now being owned by a parent company who tests on animals is enough for them to no longer support the brand. If this is the case for you, I encourage you to let Too Faced and Estee Lauder know that while you appreciate that Too Faced is still cruelty-free, it’s not enough for you as a consumer.
What do you think about the fact that Too Faced is now owned by Estee Lauder? Do you see this as a step forward to help get their brand out there or a step back?
Leaving too faced behind. Angry they sold out. I don’t buy from brands with bad parents.
Wow, somebody should hashtag that #dontbuybrandswithbadparents
Major bummer! They’re more expensive, but I like both Charlotte Tilbury and Red Apple Lipstick mascaras more. They’re not as wet or black, but they give you full, soft fluttery lashes. Any advice for super black mascara? The only other Too Faced product I use is the Milk Chocolate Soleil bronzer–any recommendations for a lighter bronzer? The Charlotte Tilbury is my go-to, but I liked having one a little lighter, too. I guess my point is while this is a major bummer, there are so many options for truly cruelty-free makeup. Hopefully this will be Estée Lauder’s last purchase for a while. Is that naïve? They’ve spent like $2.6 billion recently.
For mascara, check out Eye of Horus’ new mascara or Dream Big from Pacifica. Both are really great options! And for bronzer, I’d say that Bronzed from Au Naturale is a good dupe.
It’s not an exact dupe but for bronzer I actually like Physicians Formula’s Butter Bronzer. It does have a fairly strong tropical coconut scent bit as long as you’re okay w/ that the formula is fabulous & both shades are great for those w/ fair to light skin. Unfortunately there aren’t any options for darker skin. FYI the shade names are totally misleading as they aren’t really lighter or darker than one another but rather different tones. “Light Bronzer” is more neutral, to even a bit cool toned whereas “Bronzer” is warmer, albeit still far less so than most bronzers on the market & not at all orange; “light bronzer” is probably closest to TF Milk Chocolate. FWIW I’m very fair w/ neutral to slightly warm undertones (N10-15 in CoverFX) like both but LOVE “bronzer”. Hope that helps!
I’m pretty fair-skinned, so bronzers can be really tough for me. I’ve found two that I can’t live without, and both are drugstore: Wet N Wild Color Icon Bronzer SPF 15 in Reserve Your Cabana, and Physician’s Formula Murumuru Butter Bronzer in Light Bronzer. Both work for me, and are cruelty-free.
Tbh idk to believe or not but either way its a huge step back !! Maybe this is a chance to just give up on makeup I mean what’s on our makeup that animals need to be tested on & die from suffering??so it can be approved to sell? Are ingredients that bad or what??!?!? All ik is that talc = ovarian Cancer paraben = breast tumors or cancer ?? reasons why I only wear makeup on special occasions only?? & Trying my best to become vegan cuz its a bumpy road lol?
This is very disappointing 🙁 I won’t be buying from now on.
I feel you Sandra. The great neds, there are many options without those ingredients. EXAMPLE: ELF MINERAL INFUSED MASCARA, paraben free!, Cruelty free. $3.00. Your Welcome.
Glad to read that Too Faced won’t be going into China, but as Estee Lauder are not going cruelty-free any time soon I won’t be buying from them. What a step back 🙁
I will definitely not support them anymore. They were one of my favorite brands too, this is a huge disappointment.
I literally just did a post on a Too Faced product and was gushing about how I love that they have not been picked up by a parent company that is not cruelty free. Huge HUGE step back. Guess it is just ANOTHER brand that I will be letting go of:(.
I see it this way: if your mom used part of your allowance to torture innocent animals, would you keep giving her part of your allowance? Parent company is the mom in this scenario, TF is the kid. I won’t be buying from them ever again.
My heart is broken! Too Faced was the one company I thought wouldn’t sell out.
It’s disappointing. I’ll use up all my Too Faced products but will not purchase any more of their products.