Heritage
A house, in its own words
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. 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.