Too Faced

Too Faced Cosmetics is a renowned American cosmetics brand founded in 1998 by Jerrod Blandino and Jeremy Johnson. The company is headquartered in Irvine, California, and is known for its playful, innovative, cruelty-free products that celebrate individuality and aim to empower individuals through makeup, emphasizing self-expression and confidence.

The brand is famous for its creative and effective products, such as the Better Than Sex Mascara and the Chocolate Bar Eyeshadow Palettes.

Short history of Too Faced

Too Faced is an American cosmetics company founded in 1998 by Jerrod Blandino and Jeremy Johnson. The two met while working at Estée Lauder in the 1990s. Blandino, born in 1970, was an artistic child who worked at the Estée Lauder counter at Saks Fifth Avenue, while Johnson had a background in retail distribution and events for Estée Lauder in the LA area.

The name “Too Faced” was inspired by customers who would be friendly until they found out their favorite product was out of stock, turning “two-faced” in their behavior.

Too Faced launched with eight lipsticks that tasted like chocolate, including names like “Marsha Marsha Marsha” and “Drop Dead Red”.

In November 2016, Too Faced was acquired by Estée Lauder for $1.45 billion. This acquisition provided Blandino with resources while maintaining creative control.

What is Too Faced all about?

Too Faced believes that makeup is a tool for self-expression and empowerment. The brand encourages creativity and confidence through its products, which are designed to be both fun and effective.

The company is committed to being cruelty-free, ensuring that none of its products are tested on animals.

The brand is famous for pioneering innovative products and its creative and effective formulas, like the first glitter eyeshadow and efficacious lip plumper.

Too Faced is also celebrated for its iconic products like the Better Than Sex Mascara and the Chocolate Bar Eyeshadow Palette.

What do they have to offer?

Too Faced emphasizes the joy of makeup, offering a wide range of colorful and whimsically packaged products that encourage self-expression.

The brand focuses on using smart ingredients and innovative formulas to deliver high-performance results.

Too Faced is famous for products like the Better Than Sex Mascara, Lip Injection, and Melted liquid lipsticks.

Known for its virtually undetectable coverage, the Born This Way collection includes a wide range of foundation shades and concealers designed to provide a flawless finish. These foundations are available in over 30 shades to match different skin tones.

They offer hydrating and long-wearing concealers like the Born This Way Super Coverage Multi-Use Concealer. Too Faced has skin-smoothing primers to ensure a flawless base for makeup, and products like the Chocolate Soleil Matte Bronzer and Moon Crush Highlighter help achieve a natural glow.

Their blushes, such as the Cloud Crush Blurring Blush, provide a rosy complexion.

Rich, creamy shades are available in their lipstick collection, such as the Lady Bold Lipstick, and products like the Lip Injection Extreme Plumping Clicks and Pillow Balm Hydrating Lip Treatment provide hydration and plumping effects.

Too Faced offers a variety of eyeshadow palettes, such as the Chocolate Bar and Sweet Peach, which are praised for their unique packaging and scents.

Better Than Sex Mascara is celebrated for its hourglass-shaped brush that dramatically enhances lash length and volume.

What is the user experience like?

toofaced.com is visually appealing and user-friendly, reflecting the brand’s playful and vibrant personality, and it is designed to provide an engaging and accessible experience for its users.

The website primarily uses a mix of pastel colors and bold accents, creating a lively and inviting atmosphere.

High-quality images of makeup products and models showcasing various looks are prominent throughout the site, helping to inspire users and demonstrate product usage.

The site is organized into clear categories such as face makeup, lip makeup, and eye makeup, making it easy for users to find specific products.

Users can search for products and filter by criteria like price, bestsellers, and newest items, which simplifies the shopping experience.

Each product page includes detailed descriptions, pricing, and customer reviews, making it easy for users to make informed purchasing decisions.

Too Faced offers a virtual try-on feature that allows users to see how makeup products look on them using their live camera or uploaded photos. The site is optimized for screen reader technologies, ensuring that visually impaired users can navigate and access content easily.

Too Faced offers a free assistive technology application from eSSENTIAL Accessibility, which includes tools like hands-free mouse, voice commands, and text-to-speech functionality. This app is designed to assist users with disabilities such as arthritis, multiple sclerosis, and dyslexia. Users can navigate the site using only their keyboard, which is helpful for those with mobility impairments.

Too Faced maintains a strong presence across various social networks, such as Instagram, Facebook and YouTube, where they engage with customers, share product updates, and showcase trending makeup looks.

What are the prices like?

Too Faced offers a wide range of makeup and cosmetics products, with prices varying based on the item and any ongoing sales.

Eye shadow palettes, mascaras, and eyeliners typically range from $20 to over $40, depending on the specific product and whether it’s on sale.

Lip glosses and lipsticks are generally priced between $20 and $30.

Foundations, concealers, and bronzers can range from $25 to over $40.

Makeup kits and gift sets vary widely in price, often featuring best-selling items bundled together for convenience and value.

Products typically range from around $16 for travel-sized items like the Travel Size Born This Way Super Coverage Multi-Use Sculpting Concealer to $125 for some face makeup collections.

The brand often provides special offers, including free gifts with purchase, product discounts, and limited-time deals. During sales, prices can be significantly reduced. For example, items originally priced at $59 can be discounted to $24.19, and $35 items can be reduced to $14.

Too Faced also provides regional offers. For example, in Europe, customers can get a mini product, a makeup bag, and a full-size mystery product with a purchase over a specific amount. Worth noting is that customers get 15% off their first purchase when they sign up for their emails.

What are their shipping options?

Too Faced offers shipping services within the United States and to a few international locations.

Free Standard Shipping is available on orders over $50 (excluding taxes and discounts) within the continental United States, including Hawaii and Alaska, and takes 2-5 business days. It costs $8 for orders below $50. 2nd Day Delivery is $15.00, and Overnight is $25.

To place an order internationally, customers need to visit the international variants of the site, based on their location.

Conclusion!

Too Faced offers a wide range of makeup and beauty products on their website, including eye shadows, lipsticks, mascaras, and skincare items.

They often feature promotions and free gifts with purchases, making it a popular destination for beauty enthusiasts.

The site is designed to be accessible and user-friendly, engaging, easy to navigate, and effectively communicates the brand’s values and product offerings, so it represents a seamless shopping experience for a wide range of users.

Too Faced offers innovative and appealing products, but the experience is marred by customer service and performance issues.