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?
Very disappointed first Becca now Too faced and IT . Even if they continue to be cruelty free I will not line the pockets of the parent companies ( Estee Lauder and L’oreal , ultimately they profit from these brands
Total deal breaker. I will not support any company whose parent company still does testing on animals. I assume that if I purchase their product, that the parent company makes money from that purchase. They will get nothing from me!
It is a serious disappointment for me. It had been so important and a huge selling point for me that Too Faced wasn’t owned by a parent company that tested on animals and it is a deal breaker. I have stopped buying a lot of products because they aren’t on your list but I feel like the convoluted labeling needs to stop. You either are morally and ethically against animal testing or you aren’t. And allowing this merger tells me that Too Faced is not against animal testing.
NO!!!!
Thank you for sharing this! It is getting harder and harder to find cruelty free brands but I’m not giving up on the struggle!
Being acquired by Estee Lauder is a deal-breaker.
I’ve been working hard to go vegan and cruelty free with all my makeup. I view this as a step back. I am happy they will stay with their values, but I have become more aware of parent companies. I will no longer purchase from this company.
HUGE step back, and such a HUGE disappointment…..too-faced was one of the few companies NOT owned by a parent company that tests……now they are just like UD, Tarte, Nyx, It cosmetics, buxom, bare minerals, etc…………I could cry. Now they’ve sold out too. I’m just about ready to give up on makeup altogether. I’m so sick of the constant battle of wondering if a company is CF or not…..the lies, the shade, the struggle. I’m tired of my money ending up in the pockets of loreal or estee lauder. I might as well just be buying THEIR products! The poor animals…..THEY are always the ones that suffer the most. Way to go too faced….YOU SUCK!
Huge step back and such a disappointment. 🙁
Such a bummer 🙁 They haven’t done anything good for MAC (selling in China and decreased quality of products), so I definitely don’t see it as a step forward. But as long as they stay crueltyfree and don’t change their formulas for the worse, I’ll continue buying Too Faced.