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Beauty Industry, Mergers and Acquisitions

Too Faced Cosmetics Is Up For Sale

A private equity firm is selling the California-based brand.

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By: Marie Redding

Senior Editor, Rodman Media

Too Faced Cosmetics, based in Irvine, CA, is up for sake, Reuters is reporting. Too Faced is currently owned by the private equity firm Weston Presidio. 

The brand’s attention-getting products, like Better than Sex mascara, are a cult favorite among celebrities and makeup artists in Hollywood. Its packaging is often innovative as well, like last year’s ‘Chocolate Bar’ palette, shown above, which launched earlier this year.

Too Faced was founded by Jerrod Blandino, who is also its creative director, and Jeremy Johnson.

In July 2014, the company recruited a YouTube blogger as its spokesperson. 

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