Fragrance house

Too Faced

Too Faced was launched in 1998 by co-founders Jerrod Blandino and Jeremy Johnson. Its name came from Blandino’s description of customers who changed from friendly to angry when a favorite product was sold out. The brand’s identity is built around playful, feminine makeup, irreverent product names, distinctive packaging, self-expression, confidence, and cruelty-free products. Better Than Sex Mascara, launched in 2013, became the number-one-selling mascara with Too Faced’s primary retail partners in multiple markets and had sold more than 2.5 million units globally by November 2016. Born This Way foundation launched in July 2015 and was one of the bestselling foundations in Estée Lauder Companies’ distribution channels. General Atlantic added Too Faced to its portfolio in 2015, and Estée Lauder Companies announced an agreement to acquire the brand on November 14, 2016, completing the acquisition on December 19. The founders departed Too Faced and Estée Lauder Companies effective June 30, 2022. In fragrance, Too Faced launched its first scent, Better Than Sex, in 2021, inspired by the mascara and created with perfumer Frank Voelkl.