Too Faced acquired by Estée Lauder in the beauty company’s biggest deal yet

By Deanna Utroske contact

- Last updated on GMT

Too Faced acquired by Estée Lauder in the beauty company’s biggest deal yet
This week Estée Lauder announced that it will pay over $1bn for the millennial-facing color cosmetics brand—a deal that will likely be complete by the end of the year.

Estée Lauder is buying up brands that will position the company to win in the evolving beauty marketplace. Like other big cosmetics and personal care companies, Estée Lauder is opting to handpick innovative brands from the pool of indie brands and beauty startups rather than experiment in-house.

Yesterday Estée Lauder not only announced its plan to acquire Too Faced, the company also closed its acquisition of BECCA Cosmetics. That deal cost the company over $200m, according to reports.

BECCA caters to women of every skin tone and shade with its color and completion products. BECCA is also known for its success in the digital and social realm, reaching today’s consumers wherever they live online.

Something new

Too Faced is a whimsical brand with packaging that suggests snacks and toys as much (if not more) than it does cosmetics.

“The acquisition of Too Faced is complementary to our portfolio of brands because it has a unique feminine and Millennial communication focus, which is really complementary with very little cannibalization with the rest of our makeup portfolio,”​ Fabrizio Freda, president and CEO of Estée Lauder tells WWD.

Estée Lauder is paying $1.4bn for Too Faced, the most the company has ever paid to acquire a brand. But, Too Faced and Estée Lauder are not strangers. The men who founded the brand, Jerrod Blandino and Jeremy Johnson, at one time worked the counter for Estée Lauder, as fortune.com reports.

And this year Too Faced is anticipated to report over 70% growth in sales, amounting to more than $270m.

Related news

Show more

Related products

show more

Ithos Ingredient Screening PDF Snapshot

Meet Compliance with Ithos Ingredient Screening

Ithos Global, Inc. | 18-Sep-2017 | Product Brochure

View how Ithos Ingredient Screening lets companies see where their formula ingredients are compliant, restricted or prohibited. With nearly 60 countries...

Regulatory Compliance - Ithos Ingredient Screening

Regulatory Compliance - Ithos Ingredient Screening

Ithos Global, Inc. | 11-Sep-2017 | Product Brochure

Find out more about Ithos Ingredient Screening, a comprehensive regulatory report that allows companies to see where their formula ingredients are compliant,...

Innovating for a sustainable future

Innovating for a sustainable future

Croda Europe Ltd | 28-Aug-2017

For Croda, sustainability means doing business the right way: environmentally, socially and financially. Innovation is at the fore front of our endeavours,...

Sustainability: Don’t Get Left Behind

Sustainability: Don’t Get Left Behind

Croda Europe Ltd | 09-Aug-2017

Pressure from consumers, governments and non-governmental organisations for companies to adopt more sustainable business practices has never been stronger...

Related suppliers