Too Faced is owned by Estée Lauder (the United States, NYSE: EL), which acquired the brand on 28 December 2016 for $1.45 billion.[1][2] Too Faced was founded in 1998 in the United States and was independent until 2016.
Evidence: The Estée Lauder Companies Inc. Annual Report on Form 10-K filed 2026-08-19, SEC EDGAR, 19 August 2026. Verified from filings; last checked .
Too Faced was founded in 1998 by two makeup artists and built on playful packaging and product names, with its Better Than Sex mascara among the largest sellers in prestige cosmetics. Estée Lauder acquired it in 2016 for $1.45 billion.
Sentences about Too Faced from Estée Lauder's latest annual filing[1], copied word for word.
Acquired in 2016, Too Faced is a serious makeup brand that knows how to have fun.
The estimated fair value of the Too Faced trademark exceeded its carrying value of $62 million by 13%.
Reported operating results in The Americas increased $1,029 million, or over 100%, in fiscal 2026, reflecting the favorable year-over-year impacts of other intangible asset impairment charges in the prior year relating to TOM FORD and Too Faced, combined, of $898 million and a goodwill impairment charge in the prior year relating to Too Faced of $13 million.
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named more often than it was three years earlier.
The USPTO record for the Too Faced mark lists TOO FACED COSMETICS, LLC as the owner of record (serial number 85404068). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[3]
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Estée Lauder ownership tree →
See the full Estée Lauder brand portfolio (13) →
Estée Lauder controls 13 brands on Brandtree, 13 of them in personal care & beauty.
The 43 brands in makeup on Brandtree belong to 22 owners. The largest is L'Oréal, with 5; Estée Lauder has 3.
Estée Lauder is a publicly listed company headquartered in New York, United States, founded in 1946. Brandtree records 13 brands under its control, and it is listed as NYSE: EL.
The Estée Lauder Companies was founded in New York in 1946 by Estée and Joseph Lauder. It sells prestige beauty through department stores, travel retail and specialty channels, and the Lauder family retains voting control.
Estée Lauder: full profile, brands and acquisition history →
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Too Faced is not one of them.
Estee Lauder acquired Too Faced for $1.45 billion, then its largest purchase. Too Faced had been founded by two makeup artists in 1998 and built on playful packaging and product names, with its Better Than Sex mascara among the largest sellers in prestige cosmetics.
The parent company of Too Faced is Estée Lauder, a publicly listed company headquartered in the United States.
Yes. Too Faced originated in the United States in 1998 and its owner, Estée Lauder, is also headquartered in the United States.
Estée Lauder completed its acquisition of Too Faced on 28 December 2016, after announcing the deal on 15 November 2016. The deal was valued at $1.45 billion (enterprise value).
Too Faced was an independent company from its founding in 1998 until Estée Lauder acquired it in 2016.
Yes. As of 9 October 2026, Too Faced is still owned by Estée Lauder. The ownership record was last checked against primary sources on that date.
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
Report a correction Opens a pre-filled GitHub issue. See our corrections policy.
Brandtree needs to remember this choice and does not set any other cookie unless you accept.
If you choose “Accept all”, we also use Google Analytics cookies to count visits and see which pages help, so we can improve the site.
If you choose “Accept required”, no analytics cookie is set. Google Analytics still receives a cookieless ping with the page address and your IP address. No advertising is used either way. Privacy policy