Estée Lauder Just Bought Too Faced for A Lot of Money
We’ve always found Too Faced to be irresistible. Colorful and quirky packaging aside, the makeup brand’s products always has us covered in any dire beauty situation. Dull, dehydrated skin after too much wine? Massage on Hangover Replenishing Face Primer ($32; sephora.com) the next morning. Mascara that will hold up throughout a Gilmore Girls binge sesson? A few coats of Better Than Sex Waterproof Mascara ($23; sephora.com). Need to satisfy a sweet tooth? Do a smoky eye with the Chocolate Bon Bon Eyeshadow Collection ($49; toofaced.com).
As it turns out, one of the biggest beauty companies in the world is a fan too. Estée Lauder just announced that it acquired Too Faced for a cool $1.45 billion, the biggest acquisition in Lauder’s 70 year history—that’s a whole lot of Chocolate Bar Eye Palettes.
The good news: The formulas we all know and love will stay the same and the brand will also remain cruelty-free. “They respect our values, our core beliefs that we built our brand on,” Too Faced co-founder Jerrod Blandino told WWD of Lauder. “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.”
So, what does this all mean? There will be a whole lot more Too Faced goodness coming our way.