Too Faced Cosmetics
Too Faced Cosmetics is a cruelty-free color cosmetics brand wholly owned by Estée Lauder, selling face, eye, and lip makeup through direct e-commerce and department stores to mainstream prestige beauty consumers globally.
- Company typePrivate
- Founded1998
- HeadquartersIrvine, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Too Faced Cosmetics does
Too Faced Cosmetics is a privately held, cruelty-free color cosmetics brand operating as a wholly-owned subsidiary of The Estée Lauder Companies Inc., following ELC's 2016 acquisition. The company sells face, eye, and lip makeup products — including foundation, concealer, eyeshadow, mascara, lipstick, lip plumper, bronzer, blush, setting spray, and primer — through its direct-to-consumer e-commerce site (toofaced.com) and through department stores and specialty beauty retailers globally. The portfolio is organized around flagship sub-brand franchises: Born This Way (skin-infused complexion with hyaluronic acid, alpine rose, and coconut water across 30+ foundation shades), the Peach Collection (signature peach-scented formulations), Chocolate Soleil (cocoa-inspired bronzers and the Chocolate Bar palette), and Better Than Sex (the mascara line claimed as the #1 selling prestige mascara in America for over four years).
Technically, Too Faced's differentiation rests on proprietary product formulations — notably the Lip Injection lip plumping line, which the brand credits with pioneering the lip plumping category, and signature scented makeup franchises (peach and chocolate). The digital layer consists of an AR-powered Virtual Try-On, an interactive Foundation Shade Finder quiz, and comparison guides, supplemented by Afterpay installment payments at checkout. There is no disclosed proprietary AI/ML platform, developer API, or technology stack beyond conventional e-commerce with AR overlays. Revenue derives entirely from one-time product sales at prestige price points (individual SKUs $19-$48; gift sets up to $57), with travel sizes ($16-$19) and promotional bundles providing price-tier diversification.
The go-to-market is direct e-commerce plus wholesale distribution, with marketing concentrated in organic social (Instagram, TikTok, Facebook, Pinterest, YouTube), an influencer/creator program (#TooFacedBFF), and email capture with a 15% first-purchase incentive. The customer base is horizontal — mainstream prestige beauty consumers seeking high-quality, cruelty-free color cosmetics across age groups — with no enterprise or B2B contracts disclosed. The company is headquartered in New York, operates as Too Faced Cosmetics, LLC, and is led within the Estée Lauder portfolio; no individual management team, headcount, or revenue figures are publicly disclosed.
Too Faced Cosmetics firmographics
Firmographics- Name
- Too Faced Cosmetics
- Legal name
- Too Faced Cosmetics, LLC
- Website
- https://toofaced.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Too Faced Cosmetics is a cruelty-free color cosmetics brand wholly owned by Estée Lauder, selling face, eye, and lip makeup through direct e-commerce and department stores to mainstream prestige beauty consumers globally.
- Ownership category
- akta.pro rank
Too Faced Cosmetics industry classification
Industry- Product category
- Prestige Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)
Keywords
Where Too Faced Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Too Faced Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Too Faced generates revenue through direct sales of color cosmetics products including foundations, concealers, eyeshadows, mascaras, lip products, bronzers, blushes, and setting sprays. Products are sold at price points ranging from $19 to $48 for individual items, with gift sets and value kits available at various price tiers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Makeup Products (Palettes, Foundations, Lip Products) |
| Unit Pricing | Pay-as-you-go | Travel Size Products |
| Unit Pricing | Pay-as-you-go | Gift Sets and Value Kits |
| Other | Pay-as-you-go | Afterpay Installment Payment Option |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Too Faced Cosmetics product offering
Product offeringCore offering
Too Faced Cosmetics is a 100% cruelty-free prestige color cosmetics brand that designs, manufactures, and sells makeup products across three core categories: face (foundation, concealer, blush, bronzer, highlighter, setting spray/powder, primers), eyes (eyeshadow palettes, mascaras, eyeliners, brows), and lips (lip plumpers, lipsticks, lip liners, lip glosses, lip balms). The brand operates as a direct-to-consumer business via toofaced.com and distributes through department stores and specialty beauty retailers worldwide. Signature franchises include Born This Way complexion, Peach Collection, Chocolate Soleil, and Better Than Sex mascara.
Product overview
Too Faced Cosmetics is a 100% cruelty-free makeup brand offering a comprehensive portfolio of beauty products across three main categories: Face Makeup (foundation, concealer, blush, bronzer, highlighter, setting spray/powder, primers), Eye Makeup (eye shadow palettes, mascaras, eyeliners, brow products), and Lip Makeup (lip plumpers, lipsticks, lip liners, lip glosses, lip balms). Key sub-brand collections include the Born This Way line (infused with hyaluronic acid, alpine rose, and coconut water for natural-looking flawless complexion), the iconic Peach Collection (reimagined with peach-scented formulas including eye shadow, setting powder, setting spray, and primer), the Chocolate Soleil Collection (cocoa-inspired bronzers and makeup), and the Better Than Sex line (featuring the bestselling mascara and eyeliner). The brand offers gift sets, travel sizes, and digital tools including Virtual Try-On, Foundation Shade Finder, and Comparison Guides. Products range from $11-$57 for individual items, with kits and sets available.
Differentiator
Problem solved
Functional benefit
Brands
- Born This Way: A cruelty-free collection infused with skin-loving ingredients featuring foundations, concealers, setting powders, and eye shadow palettes for flawless undetectable coverage.
- Peach Collection
- Chocolate Soleil
Products and services
- Face Makeup
Quantifiable outcome
- Better Than Sex Mascara has been the #1 prestige mascara in America for over 4 years
- +1 more outcomes
Companies that use Too Faced Cosmetics
Customer profileSegments1 record
Ideal customer profiles1 record
Too Faced Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability1 record
Feature6 records
Too Faced Cosmetics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AfterpayminorAfterpay is available as a payment option at checkout on toofaced.com, allowing customers to pay for their purchases in 4 interest-free installments rather than paying the full amount upfront.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Too Faced Cosmetics competitors and assessment
Company assessmentEmerging players
- Rare Beauty: Rare Beauty is Selena Gomez's digitally-native prestige color cosmetics brand with strength in complexion (liquid blush, foundation), lip, and eye. Comparable target consumer and DTC-led distribution, with significant Gen Z social momentum.
- Fenty Beauty: Fenty Beauty is a digitally-native prestige color cosmetics brand owned by LVMH with inclusive shade ranges and strong DTC + Sephora presence. Competes head-on with Too Faced in foundation, lip, and complexion categories with a Gen Z-skewing positioning.
- KVD Beauty: KVD Beauty is a vegan, high-pigment prestige color cosmetics brand (formerly Kat Von D Beauty) owned by KKR. Directly comparable across lip, eye, and face categories with a cruelty-free positioning and Sephora-led distribution similar to Too Faced.
Direct peers
- NARS Cosmetics: NARS is a prestige color cosmetics brand owned by Estée Lauder with deep coverage in face, eye, and lip categories. Directly comparable in product breadth, prestige price points, and department-store/Sephora distribution to Too Faced.
- Charlotte Tilbury: Charlotte Tilbury is a prestige color cosmetics and skincare brand owned by Puig, with strong face (foundation, setting sprays, bronzers), eye, and lip franchises. Comparable in prestige pricing, DTC e-commerce, and Sephora/department store presence.
- Tarte Cosmetics: Tarte is a prestige, cruelty-free color cosmetics brand also owned by Estée Lauder, competing directly in face (foundations, blushes), eye, and lip categories with a strong natural-ingredient narrative. Closely comparable in target consumer, price band, and channel mix.
- Pat McGrath Labs: Pat McGrath Labs is a prestige color cosmetics brand focused on high-pigment eyeshadows, lip products, and complexion. Comparable in prestige price points, eyeshadow palette leadership, and DTC + Sephora distribution channels.
- Urban Decay: Urban Decay is a prestige color cosmetics brand owned by Estée Lauder and a direct competitor across eyes, face, and lip categories with similar distribution through DTC, department stores, and Sephora. Highly comparable in positioning, price points, and target consumer to Too Faced.
- Benefit Cosmetics: Benefit is a prestige, playful color cosmetics brand owned by LVMH with comparable brow, face, and lip offerings and a similar irreverent brand voice. Directly competes with Too Faced in brow, blush, and lip categories through Sephora and department stores.
Broad incumbents
- MAC Cosmetics: MAC is the largest professional-grade color cosmetics brand owned by Estée Lauder, serving a broader audience across face, eye, lip, and body. Comparable product portfolio at prestige price points with significantly wider global distribution than Too Faced.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Too Faced Cosmetics social profiles
Digital presenceToo Faced Cosmetics compliance and trust
Trust signalCompliance1 record
Too Faced Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Too Faced Cosmetics leadership team
Management profileNumber of profiles
Too Faced Cosmetics funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Too Faced Cosmetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Too Faced Cosmetics
What does Too Faced Cosmetics do?
Too Faced Cosmetics is a 100% cruelty-free prestige color cosmetics brand that designs, manufactures, and sells makeup products across three core categories: face (foundation, concealer, blush, bronzer, highlighter, setting spray/powder, primers), eyes (eyeshadow palettes, mascaras, eyeliners, brows), and lips (lip plumpers, lipsticks, lip liners, lip glosses, lip balms). The brand operates as a direct-to-consumer business via toofaced.com and distributes through department stores and specialty beauty retailers worldwide. Signature franchises include Born This Way complexion, Peach Collection, Chocolate Soleil, and Better Than Sex mascara.
Is Too Faced Cosmetics a public or private company?
Too Faced Cosmetics is a private company. It is classified as corporate owned and is currently operating.
When was Too Faced Cosmetics founded?
Too Faced Cosmetics was founded in 1998. It employs 501 to 1,000 people.
Where is Too Faced Cosmetics based?
Too Faced Cosmetics is headquartered in Irvine, United States, in the North America region.
How does Too Faced Cosmetics make money?
One revenue line is on record: direct Product Sales.
Who are Too Faced Cosmetics's main competitors?
Emerging players on record are Rare Beauty, Fenty Beauty and KVD Beauty. Direct peers are NARS Cosmetics, Charlotte Tilbury, Tarte Cosmetics, Pat McGrath Labs, Urban Decay and Benefit Cosmetics. MAC Cosmetics is listed as a broad incumbent.
Does Too Faced Cosmetics have an API?
No public API is recorded for Too Faced Cosmetics.
What industry is Too Faced Cosmetics in?
Too Faced Cosmetics's product category is Prestige Color Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABACAE, Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers). Its NAICS code is 456120 and its SIC code is 2844.