Estée Lauder acquires Too Faced Cosmetics

Estée Lauder has signed an agreement to purchase Too Faced cosmetics with rumoured $1.4bn deal that to be the largest acquisition in Estée Lauder’s history.
The deal would help strengthen its position in prestige make-up, particularly with the millennial market.

Too Faced cosmetics brand is one of the fastest growing brands in the US. The brand was created in 1998 by Jerrod Blandino and Jeremy Johnson and focuses on high quality formulas and fun product names. It has a huge presence online with 7.3 million followers on Instagram.

Last year, the brand launched the Born This Way foundation which has also become a bestseller, alongside its eye shadow palettes. Too Faced’s most popular products include its famous Better Than Sex Mascara, which is a number one bestseller in multiple retailers and several markets.

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