Too Faced Acquired by Estée Lauder for $1.45 Billion

Vegan-friendly makeup brand vows to never test on animals despite acquisition.


Vegan-friendly makeup brand Too Faced was acquired for $1.45 billion by beauty industry giant Estée Lauder—a company that openly engages in animal testing of its products. Too Faced—founded by Jerrod Blandino in 1998—adheres to a strict commitment of never testing on animals and uses only synthetic fibers—called “Teddy Bear Hair”—in all of its makeup brushes. “I have built my life and my company with love, kindness, positivity and compassion for animals,” Too Faced founder Jerrod Blandino posted to Instagram in response to the acquisition. “That will never change.” Blandino further addressed concerns about international expansion into countries that require cosmetic animal testing, stating, “Rest assured we continue to have iron-clad rules in place that will ensure we will never test on animals and we will not sell in China.” Estée Lauder CEO Fabrizio Freda explained that the company’s interest in Too Faced stems from a desire to diversify its portfolio with brands that appeal to millennials. Vegan brands such as Kat Von D Beauty and newcomer Storybook—whose Harry Potter-themed vegan brushes sold out immediately after launch—continue to thrive in a space where younger consumers are becoming more aware of the cruelty associated with the cosmetics industry.

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