The Heritage
The Story of Too Faced
Too Faced began as a California‑based cosmetics label that quickly earned a reputation for bold colour, cheeky naming and a sense of fun that feels like a friend sharing a secret. While the brand built its core around makeup – especially the cult Better Than Sex mascara – it has extended that playful spirit into fragrance, offering scents that echo its irreverent attitude while meeting the expectations of a mature perfume market.
Heritage
Jerrod Blandino and Jeremy Johnson launched Too Faced in 1998 from a modest Los Angeles studio. Their goal was to create makeup that felt personal and unapologetically expressive. Early releases such as Chocolate Bar eyeshadow and the first Better Than Sex mascara in 2009 captured the attention of makeup enthusiasts and set a tone of daring creativity. The brand grew through a mix of limited‑edition collections and strategic collaborations, earning a loyal following on social media and in specialty retailers. In November 2016 Estée Lauder Companies acquired Too Faced for $1.45 billion, a move that gave the label access to broader distribution while preserving its independent voice. The acquisition did not dilute the brand’s identity; instead, it accelerated product development and allowed entry into new categories. In January 2022 Too Faced released Better Than Sex Eau de Parfum, its first fragrance, translating the iconic mascara’s sensual narrative into scent. The launch demonstrated the label’s willingness to explore olfactory storytelling while staying true to its core aesthetic. Since then, the brand has continued to experiment with limited‑edition scents and seasonal releases, positioning fragrance as a natural extension of its makeup philosophy.
Craftsmanship
The creation of Too Faced fragrances begins with a brief that captures the brand’s signature mood – often described as flirty, bold and slightly mischievous. The brief is handed to a perfumer who drafts accords using high‑quality raw materials sourced from established suppliers in France, Italy and the United States. Ingredients such as Madagascan vanilla, Moroccan rose and Australian sandalwood appear frequently, chosen for their depth and consistency. Once a formula is drafted, the brand conducts stability testing in its Los Angeles lab, checking for colour shift, scent evolution and skin compatibility over a 12‑month period. Samples are then sent to a panel of internal testers and external fragrance consultants for feedback. Adjustments are made in small batches to preserve the integrity of the original concept. Production runs at certified facilities that follow Good Manufacturing Practices, ensuring each bottle meets strict quality standards. The final perfume is filtered, filled in a controlled environment, and sealed with a tamper‑evident cap. Each batch carries a traceable code that links back to the raw material lot, allowing the brand to monitor consistency and respond quickly to any quality concerns.
Design Language
Too Faced’s visual language mixes bright pinks, glossy blacks and whimsical illustrations. The brand’s logo, a stylised “TF” inside a heart‑shaped frame, appears on packaging that feels like a collectible. Fragrance bottles echo this approach: the Better Than Sex Eau de Parfum arrives in a sleek, matte‑black flacon topped with a gold‑tone cap that mirrors the mascara’s iconic design. Labels feature hand‑drawn typography and subtle sparkle accents, reinforcing the sense of fun. In‑store displays use neon signage and playful props, creating an environment that feels like a boutique party rather than a sterile counter. The overall aesthetic balances high‑glamour with a down‑to‑earth vibe, inviting customers to experiment without fear of judgment.
Philosophy
Too Faced treats beauty as a conversation rather than a command. The brand believes that makeup and perfume should empower the wearer to express personality without apology. Its creative team prioritises authenticity, sourcing ideas from pop culture, personal anecdotes and the everyday moments that spark joy. When developing a fragrance, the team collaborates with established perfumers, but retains final say on narrative, ensuring the scent aligns with the brand’s playful yet confident voice. Sustainability and ethical sourcing have become part of the conversation, with the label seeking responsibly harvested ingredients and transparent supply chains. Inclusivity drives product testing; Too Faced conducts scent trials across diverse demographics to capture a wide range of preferences. The result is a line of perfumes that feel like an extension of the brand’s makeup – bright, approachable, and designed to make the wearer feel seen.
Key Milestones
1998
Jerrod Blandino and Jeremy Johnson founded Too Faced in Los Angeles, launching the brand with a focus on bold, playful makeup.
2009
Better Than Sex mascara debuted, quickly becoming a cult favourite and solidifying the brand’s reputation for daring products.
2016
Estée Lauder Companies acquired Too Faced for $1.45 billion, expanding distribution while maintaining the label’s creative independence.
2022
Too Faced released Better Than Sex Eau de Parfum, its first fragrance, translating the iconic mascara’s narrative into scent.
At a Glance
Brand profile snapshot
Origin
United States
Founded
1998
Heritage
28
Years active
Collection
1
Fragrances released
Avg Rating
4.7
Community sentiment
Release Rhythm