Estée Lauder Bought Too Faced Cosmetics for So Much Money

I know you guys love Too Faced—I mean, why wouldn't you, with it's cute packaging and all? (Need proof? PBJ and Peach, right this way.) Turns out we're not the only fans—beauty giant Estée Lauder is too. And on the heels of the recent acquisition of Becca Cosmetics (along with L'Oreal's acquisition of It Cosmetics), my jaw dropped when I first learned that Estée Lauder bought Too Faced Cosmetics, to the pretty tune of $1.4 billion. What's more is that this is the largest financial acquisition the Estée Lauder Companies have ever taken under their wing—even with the range of brands ranging from Origins and M.A.C. to La Mer and Lab Series for Men—according to the news, first reported by WWD.

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All the Latest Things Too Faced:

1. The Too Faced Funfetti Collection Is Officially on Sale
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3. Everything You Need to Know About the Too Faced Sweet Peach Collection

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While I was surprised, this was actually all a well-crafted plan courtesy of the Estée Lauder Companies, of course. So just as they announced the purchase of Too Faced, they finalized their deal on Becca Cosmetics—which they paid an estimated $230 million for—in an effort to attract the always-sexy "millennial" audience. Being a (not necessarily sexy) Millennial, you've got my attention.

“The acquisition of Too Faced is complementary to our portfolio of brands because it has a unique feminine and Millennial communication focus, which is really complementary with very little cannibalization with the rest of our makeup portfolio,” Fabrizio Freda, president and chief executive officer of, told WWD. And I couldn't agree more, to be honest: The fun, care-free attitude of Too Faced's products are undeniable, and its founder, Jerrod Blandino, continues to keep us chomping at the bit with his trademarked #sneakypeeks at upcoming products. And this particular #sneakypeek, you guys, is a game changer.

We've reached out to Too Faced and Estée Lauder for commentary and will update this post as information comes in.

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