Too Faced
Born This Way
The Story
Too Faced was founded in 1998 by Jerrod Blandino and Jeremy Johnson with a mission to make makeup fun and glamorous. The brand became known for its playful packaging, innovative formulas, and cruelty-free commitment. Their Better Than Sex mascara became the #1 prestige mascara in America, and the Born This Way foundation line set new standards for inclusive shade ranges. Acquired by Estée Lauder in 2016 for $1.45 billion, Too Faced continues to bring joy and high performance to beauty lovers worldwide.
Available At
BeautyShield Protection
Every Too Faced product is eligible for instant replacement protection
Founder Story
Jerrod Blandino was working at an Estee Lauder counter in the 1990s when he noticed that beauty had become overly serious and clinical. Together with his partner Jeremy Johnson, he set out to create a brand that made makeup fun again. They launched Too Faced in 1998 with a small collection that featured playful packaging and cheeky product names. The Better Than Sex mascara, launched in 2012, became Americas number one prestige mascara and remains the brands hero product. Estee Lauder acquired Too Faced in 2016 for $1.45 billion, one of the largest beauty acquisitions at the time.
Behind the Scenes
Too Faced is committed to being 100% cruelty-free and has been since its founding. The brands product development process is driven by Jerrods philosophy that makeup should spark joy. Many products feature real ingredients like cocoa powder in the Chocolate Bar palette and peach extract in the Peach collection. The brands social media strategy focuses on humour and relatability, creating viral moments that drive organic discovery. Too Faced was one of the first prestige brands to embrace TikTok, generating billions of views.
Key Milestones
Too Faced launches with playful, cruelty-free cosmetics
Better Than Sex Mascara launches, becomes Americas number one
Chocolate Bar Palette becomes cult favourite
Estee Lauder acquires brand for $1.45 billion
Born This Way foundation expands to 35 inclusive shades
Lip Injection franchise reaches $500 million in lifetime sales
Starter Kits
Curated bundles with bundled protection savings
Too Faced Best Sellers
The products that made Too Faced famous. Includes Better Than Sex Mascara, Born This Way Foundation, and Lip Injection Extreme.
Sweet Face Kit
The complete Too Faced base. Includes Born This Way Foundation, Born This Way Concealer, Hangover Primer, and Peach Perfect Spray.
Product Catalogue
Better Than Sex Mascara
America's #1 prestige mascara. Dramatic volume and length with an hourglass-shaped brush.
Born This Way Foundation
Undetectable medium-to-full coverage foundation. Oil-free, 35 shades.
Born This Way Concealer
Super coverage multi-use sculpting concealer. Coconut water-infused.
Chocolate Bar Eyeshadow Palette
16 matte and shimmer shades infused with real cocoa powder. Smells like chocolate.
Lip Injection Extreme Lip Plumper
Instant and long-term lip plumping treatment. Clinically proven to increase lip volume.
Peach Perfect Setting Spray
Mattifying setting spray infused with peach and sweet fig cream. 16-hour wear.
Better Than Sex Eyeliner
Waterproof liquid eyeliner with a precision tip. 24-hour wear.
Hangover Replenishing Face Primer
Coconut water-infused primer that replenishes and primes. Smooths and hydrates.