Too Faced may soon be under new owners, according to WWD. The cosmetics label is reportedly up for sale and word is that Estée Lauder and a few other firms have their eye on the brand.
The California-based company was started in 1998 by founders Jerrod Blandino (CCO) and Jeremy Johnson (CEO) and has been a favorite indie brand ever since. The cosmetics company has had quite a bit of cult success with items like its Chocolate Bar palette, considered by some beauty fans to be a “holy grail” product. Word is that the bids are ranging from $450 million to $500 million.
A buyout could be really good for the brand, especially with the backing of a powerhouse like Estée Lauder, whose impressive roster of brands includes M.A.C., Clinique, Bobbi Brown, Bumble & Bumble, Le Labo, Tom Ford Beauty, Smashbox, Ojon and more. Too Faced has a strong social media following, boasting 1.7 million followers on Instagram and another 59.6 thousand on Twitter. Perhaps with a little Estée Lauder muscle, it can expand even further.