Too Faced is an American cosmetics brand that was founded in 1998 by Jerrod Blandino and Jeremy Johnson. The company is headquartered in Los Angeles, California. The brand is known for its playful and innovative products, as well as its high-quality ingredients. Too Faced is also known for its strong social media presence, collaborations with celebrities and influencers and with products that are sold in over 30 countries around the world.
Blandino and Johnson met while working at the Estée Lauder counter at Saks Fifth Avenue in Beverly Hills, California in the mid-1990s. They were both passionate about makeup and wanted to create a brand that was different from anything else on the market; a brand that was fun, playful, and inclusive. They bonded over their shared love of makeup, decided to start their own cosmetics company and called it Too Faced to describe their products that were fun, flirty, and over-the-top.
In 1998, Blandino and Johnson quit their jobs at Estée Lauder and started Too Faced in Blandino's dining room. Too Faced was launched in 1998 with a line of 12 lipsticks. The lipsticks were a hit and the brand quickly expanded its product line to include other cosmetics, such as eye shadow, blush, and bronzer. Too Faced also began to develop its own signature scents, such as the popular Better Than Sex Mascara. They started by selling their products at local boutiques and beauty stores. In 2001, Too Faced was acquired by the Estée Lauder Companies.
In the early 2000s, Too Faced began to collaborate with celebrities and influencers. The brand partnered with Katy Perry to create a line of eye shadow palettes and with Nicole Richie to create a line of lip glosses. Too Faced also began to develop its own line of fragrances, such as the popular White Chocolate Chip and Tutti Frutti Kisses.
Undertone-Friendly Bronzers in the Too Faced Chocolate Collection
Too Faced took the beauty world by storm! Their high-quality products stood out with unique packaging, all at prices that didn't break the bank. This winning combination made them a hit with consumers. In 2006, the Estée Lauder Companies took notice and acquired Too Faced.
Since then, Too Faced has become a major player in the cosmetics world. They're famous for innovative products like the Better Than Sex Mascara and the Chocolate Bar Eyeshadow Palette. But their reach goes beyond eyeshadow – they offer a whole range of makeup including eyeliners, lipsticks, blush, bronzer, foundation, and of course, mascara. Too Faced also keeps up a strong online presence, boasting over 10 million followers on Instagram alone!
The brand is sold in over 30 countries and is also known for its philanthropy and giving back to the community. The company has partnered with several charities, including the Breast Cancer Research Foundation and the Make-A-Wish Foundation. Too Faced also donates a portion of its profits (millions of dollars) to various charities each year. The company's products are designed to help people feel confident, beautiful and good about themselves. The company's products are cruelty-free and vegan. Too Faced is a brand that is loved all over the world.
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