Estee Lauder Cos. The purchase is expected to be completed next month. The deal, which would dwarf Estee Lauder's previous acquisitions, extends a run of industry mergers this year. Too Faced, based in Los Angeles, has 7. Its best-selling mascara is called "Better Than Sex. Estee Lauder, which also bought makeup brand Becca this month, could use a boost after delivering a disappointing forecast to investors. It plans to add its newly acquired brands into its guidance, which will be announced during its second-quarter earnings in February, Chief Financial Officer Tracey Travis said on a conference call Tuesday.
The Too Faced acquisition will reduce earnings inbut will improve them after that, she said. Estee Lauder, based in New York, suffered its worst stock rout in more than a year on Nov. Its shares are down 11 percent this year.
That has increased the urgency of owning brands that sell via the internet and other channels -- Too Faced's strength. The acquisition target has seen sales grow more than 70 percent this year and 60 percent on a compound annual basis over the past three years, and the company expects the growth rate to continue.
The brand "strengthens our leadership in the fastest-growing product category in the global prestige beauty makeup," Freda said on the conference call. Too Faced, those costumers are mostly under 40, currently gets about 83 percent of its sales from North America. It will be expanded in the U. Cosmetics companies have been seeking new sales channels as the department-store makeup counter loses its allure.
Skip to content. Latest Business. Coronavirus Temporary raises. Sneeze guards. Workers are demanding more protections as COVID spreads, a push that could continue even after the pandemic ends. See if your company is on this list. Groupon furloughs sales staff amid coronavirus pandemic.Too Faced has become a massively successful brand; using digital marketing and a strong brand image. The ownyourpretty is huge in beauty communities on various social media platforms, namely Instagram.
Too faced also uses popular YouTubers and creates YouTube videos of their own to promote new products. However, this advertisement is unlike traditional TV ads; various clever tactics interlink throughout the video, which could provide an explanation for it reaching almost one million views within two weeks of its release.
The peachpanic creates urgency around the campaign and the clever casting of reality TV and YouTube star Laura Lee; as well as the return of co-founder Jerrod Blandino and his much-loved dog Clover all contributes to the success of the campaign. As well as using celebrity endorsement and social media, the campaign video is extremely creative. This reinforces the imaginative, individual brand image of Too Faced. The campaigns success has coincided with criticism of the Too Faced Company from cruelty-free beauty bloggers.
As its new parent company — Estee Lauder — is considered to test on animals; an online protest began, with many boycotting the brand. Despite this, the strength of the marketing campaign and Too Faced individual brand image has led to the success of the new product line launch and the continued growth of the company.
Especially if similar high budget, viral campaigns are released in the future. Sorvino, C. You are commenting using your WordPress. You are commenting using your Google account. You are commenting using your Twitter account. You are commenting using your Facebook account. Notify me of new comments via email. Notify me of new posts via email. Skip to content.
Thank you to everyone who has shared and used this guide to shop cruelty-free! If you love this guide, please consider sharing it with your friends! I included my personal experience with these brands, but I also remained objective about my recommendations. If some products really suck, I made sure to tell you about it. The last section contains brands that are not sold in stores and mostly online-only. Other sections might include independent brands in the purest sense of the word brands not owned by another company but I chose to split it this way.
The mid-range and high-end sections contain popular brands that are sold in stores, while the indie section contains brands that are not yet carried by big stores. I also now mention ALL cruelty-free brands regardless of parent companies. The biggest brands now have their vegan products listed below. Click here to jump to the list of new brands. Becca is very well-known for their gorgeous highlighters.
They offer high-quality makeup and a great selection of products. They specialize in base products; their highlighters, bronzers, foundations, primers, and blushes are beautiful! They recently came up with color correctors as well, which have pretty good reviews.
Check out their red or peach correctors for undereye circles. Their green corrector is great to cover up redness, and their lavender corrector is great for dull and sallow skintones. Anastasia specializes in brow products and makes some of the best ones on the market.
These are available in multiple formats pencil, pomade, powder but also in a ton of shades. If you have eyebrows that are hard to fill out or colormatch, Anastasia has your back.
They expanded their collection way beyond brow products now, and they offer a full makeup line. For instance check out their contour palette. Dipbrow will change your brow game! High-quality and luxurious makeup, beautiful packaging.
Urban Decay markets itself as bold and edgy, but they also have a ton of neutrals and staple products.
Too Faced Sells Again: $1.45B
Primer Potion is a great eyeshadow primer suitable for oily lids and their All-Nighter Setting Spray is the best setting spray around for oily skin. Most of their collection is solid in terms of quality. A popular favorite is their Hollow Cream Pigment for contouring, especially for lighter skintones. They have a huge selection of nail polish and their formula is fantastic. Their powder blushes are also worth checking out.The Too Faced brand is described as whimsical, playful and feminine in its marketing approach.
John Demsey, executive group president at Lauder, said the brand stands out for its unique prettiness. Although Lauder had no comment, reports have circulated that the group also has its eye on the fast-growing Drunk Elephant indie brand. Jart Korean skin-care brand and modern makeup, Freda indicated that the company is on the march. Freda stressed the importance of gaining the talent that comes with the brand, including ceo Eric Hohl and the rest of the team. Since the Nineties the brand has been in the forefront of makeup evolution.
According to Lauder, the brand is counted among the top eight in the specialty multi-channel. The founders also have been in the forefront of social media with 7. He mentioned the possibility of creating standalone stores. We also have some amazing products right now that are really propelling the brand. 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.
Too Faced Cosmetics Might Be Sold, But The Brand Has Always Been An Indie Fave Of Mine
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. That valuation increased nearly threefold over the past 18 months — marking a solid win for the private equity company, which also has an investment in Tory Burch.
Fashion L. Sign Up. Social Studies. PETA shipped it to her, primarily for the capsule collection of faux leather items that Fenty debuted recently. Apparently, the animal rights group approved of the corset dress, skirt, button-down shirts and other options. Looking for ways to help those in need during the coronavirus crisis? They want fewer, better-edited collections and less time spent on travel.
Indeed, they may look to pour as much effort into relationship-building, charitable initiatives and spiritual connection as they do into driving sales. Report: natalietheodosi. More From Our Brands.Too Faced, one of the original indie cosmetics brands of the Nineties, is on the market to be sold and has entered the bidding process.
Fashion L. Sign Up. Social Studies. PETA shipped it to her, primarily for the capsule collection of faux leather items that Fenty debuted recently.
Apparently, the animal rights group approved of the corset dress, skirt, button-down shirts and other options. Looking for ways to help those in need during the coronavirus crisis? They want fewer, better-edited collections and less time spent on travel. Indeed, they may look to pour as much effort into relationship-building, charitable initiatives and spiritual connection as they do into driving sales.
Report: natalietheodosi. More From Our Brands.ICYMI Too Faced Cosmetics turned 20 this yearand to celebrate they're releasing a throwback collection inspired by the original products. Since the 90's we've seen a LOT from the internet's favourite makeup brand, but despite all the newness some products remain best-sellers for years and years Here's the makeup that's stood the test of time and continues to top the Too Faced's seller charts.
Too Faced's Melted Lipsticks have become something of an icon in the beauty industry, everything from the squeezy tube packaging to the dreamy shade range there are 26 different colours will make you want to own one - or Yes we love shimmer, but matte eyes are having a moment right now and this palette has captured it.
With a perfect range of light bases, rich transitions and bold shades for adding depth, this palette has everything you need to carve out the perfect eye look. The 9-shade palette holds a range of matte, shimmer and satin shades that are all insanely flattering. If you want to create a 'your eyes but better' look, this palette is worth picking up. No wonder it's so popular If you find your makeup melts off half way through the day, it might be worth trying a setting powder.
The ever-popular Too Faced Born This Way Loose Powder is a serious crowd pleaser thanks to it's ability to lock down makeup and absorb excess oil - without looking heavy of cakey on the skin. If you want a concealer that gives and gives, this is it. The Born This Way Super Coverage formula can be built up to cover everything and anything, the large wand deposits plenty of product in one swipe, leaving skin with a perfected finish.
Not only are there 35 shades to choose from, but the oil-free, coconut water-infused formula makes this foundation a constant best-seller.
The finish is medium to full, but can be built up or sheered out depending on your preference, so if you want coverage without the cakiness give this a go. But not Too Faced's Chocolate Matte Bronzer, it gives a bronze finish to the skin that's totally sheen-free. Plus, it smells like chocolate. This all-in-one priming face mist can be used to refresh the skin before or after applying makeup.
The coconut water-infused mist is silicone free, alcohol free and oil free, so we can guarantee that it won't mess with your makeup. From internet beauty gurus, to makeup artists, Too Faced's HangoverX primer has become something of an icon.
The hydrating, smoothing and brightening formula is somewhere between a moisturiser and primer, ensuring even dry skin feels fresh and nourished.
Too Faced Will Remain Cruelty-Free, Even in the Estée Lauder Family
Well, turns out it is possible to improve upon perfection By making it waterproof. Yup, the Better Than Sex Waterproof gives all the volume, length and curl but with the ridiculous staying power you'd expect from a waterproof formula.
Ladies and gentleman, let's all take a moment of appreciation for the mascara that is Better Than Sex. Yup, if you want lashes for days, this super-thickening, non-clumpy formula is the one.
No wonder it continues to be the brand's best selling itemWhether you have a favorite brand or need help finding the perfect match, Sephora is your No.
Read thousands of reviews from fellow makeup-lovers and find top rated products for your beauty routine. Make sure you have a solid foundation with the perfect primer — this will ensure that the rest of your face makeup goes on smoothly and lasts longer. If you need just the right shade, refer to our Color IQ to make sure everything matches up. Color IQ can also help you find the best foundation shade and even brand for your coverage needs.
Add some color with a contour palette. Start with a darker, matte shade that simulates a shadowed-look and enunciates your cheekbones.
11 products that Too Faced Cosmetics can't keep in stock
Next, add some warmth with a bronzer in a C-shape along your hairline. Finally, apply blush for that perfect rosy look. Some of the best face palette brands include Tarte and Anastasia Beverly Hills. Whether you want a natural or dramatic look can depend heavily on your eye makeup. For a natural look, stick to mascara, a very light eyeshadow if any and a boy brow. Make sure to get a good lengthening and volumizing mascara for extra lash definition.
For a dramatic look, the options are endless. For fuller looking lips, make use of the right lip liner and some plumping gloss. You can always make your lips stand out with a bold shade in whatever finish suits your look, whether it be glossy or matte.
A couple of our favorite brands are Huda Beauty and Buxom. Just Arrived. Mini Size. Makeup Palettes. Clean Makeup. Cheek Blush Bronzer Cheek Palettes.
Vegan Makeup. Foundation Quiz. Mascara Quiz. Lip Quiz. Clean Beauty. Allure Best of Beauty. Sephora Collection.