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Irvine, CA www.toofaced.com Sales: $220 million. Key Personnel: Jerrod Blandino, co-founder and chief creative officer; Jeremy Johnson, co-founder and chief executive officer; Eric Hohl, president. Major Products: Prestige color cosmetics. New Products: Sweet Peach Collection, Natural Love Collection. Comments: The Estée Lauder Companies Inc. acquired Too Faced for a purchase price of approximately $1.45 billion in 2016. As a result, this is Too Faced’s last appearance in The Top 50. Launched in 1998 by cosmetics visionaries Jerrod Blandino and Jeremy Johnson, Too Faced is a fast-growing makeup brand with a strong millennial following. It has more than 7.6 million Instagram followers and is among the top eight makeup brands in the specialty-multi channel in the US. “Too Faced is one of the most dynamic makeup brands in the world,” said Fabrizio Freda, president and chief executive officer of The Estée Lauder Companies. “It has tremendous growth momentum in specialty-multi and online—important, strategic and fast-growing channels. With Too Faced, we see terrific opportunity for additional value creation through expansion in new and existing markets both in the US and internationally, as well as in travel retail globally. Jeremy, Jerrod, Eric and the entire Too Faced team have built an amazing and innovative brand. We look forward to working with them to continue to build on the brand’s winning spirit.”
Irvine, CA www.toofaced.com
Sales: $220 million.
The Estée Lauder Companies Inc. acquired Too Faced for a purchase price of approximately $1.45 billion in 2016. As a result, this is Too Faced’s last appearance in The Top 50. Launched in 1998 by cosmetics visionaries Jerrod Blandino and Jeremy Johnson, Too Faced is a fast-growing makeup brand with a strong millennial following. It has more than 7.6 million Instagram followers and is among the top eight makeup brands in the specialty-multi channel in the US.
“Too Faced is one of the most dynamic makeup brands in the world,” said Fabrizio Freda, president and chief executive officer of The Estée Lauder Companies. “It has tremendous growth momentum in specialty-multi and online—important, strategic and fast-growing channels. With Too Faced, we see terrific opportunity for additional value creation through expansion in new and existing markets both in the US and internationally, as well as in travel retail globally. Jeremy, Jerrod, Eric and the entire Too Faced team have built an amazing and innovative brand. We look forward to working with them to continue to build on the brand’s winning spirit.”
Irvine, CA 855.866.3223 ww.toofaced.com
Sales: $150 million.
In the 1990s, color cosmetic aficionados Jerrod Blandino and Jeremy Johnson started an independent company with catchy packaging and punchy, glamorous products. Today, Too Faced has grown into a leader within the beauty industry, creating innovative cruelty-free cosmetics that women love to wear. The brand, which is big at outposts like HSN, Ulta and Sephora, is best known for innovative cosmetic kits. For example, the Peanut Butter and Jelly Eyeshadow Palette sold out online before it hit stores. The nine matte and shimmer color shades feature antioxidant-rich cocoa powder with a hint of peanut butter scent.
According to Karen Doskow, director at Kline’s Consumer Products practice, “smart brands” like Too Faced utilize social media platforms to influence consumers’ purchasing decisions.
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