The Estée Lauder Companies has announced that it has signed an agreement to acquire cosmetics brand Too Faced, which is expected to strengthen the company’s leadership position in the fast-growing prestige make-up category globally, increase the company’s consumer reach in the specialty-multi channel, and win with millennials – all in strong alignment with the company’s strategy.

Launched in 1998 by Jerrod Blandino and Jeremy Johnson, and currently led by Jeremy, Jerrod and CEO Eric Hohl, Too Faced offers a diverse line of cosmetic products for the eyes, face and lips. Beloved for its high-quality, innovative formulas, irreverent product names and distinctive packaging, Too Faced creates an authentic connection with consumers and has developed a strong following and community among millennials who are passionate about social media, fashion and pop culture. Too Faced has over 7.3 million Instagram followers and is among the top eight make-up brands in the specialty-multi channel in the United States.

The Estée Lauder Companies has agreed to acquire the entities that own the brand for a purchase price of approximately $1.45 billion. The acquisition is expected to close in December. Wizard Publicity will continue to handle the PR and social outreach for Too Faced.

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Estée Lauder in 'beauty, fragrance, grooming & health'
Too Faced Cosmetics in 'beauty, fragrance, grooming & health'