Too Faced Launches in the U.S. Amazon Premium Beauty Store

Rhea-AI Summary

Too Faced, a playful yet serious makeup brand under The Estée Lauder Companies, is launching its products in the U.S. Amazon Premium Beauty store. This move allows broader consumer access to best-sellers like Better Than Sex Mascara and Born This Way complexion range. Too Faced collaborates with lifestyle content creator Darcy McQueeny, who will promote the brand on social media and host influencer events. The Amazon storefront will feature a wide selection of popular and new products, offering Prime members free shipping. This strategy aims to reach both new and existing customers on a platform they frequently use.

Positive

• Too Faced expands consumer reach through Amazon Premium Beauty store.
• Enhanced accessibility to Too Faced best-sellers like Better Than Sex Mascara.
• Collaboration with lifestyle content creator Darcy McQueeny for promotions.
• Amazon storefront features a wide selection of popular and new products.
• Prime members benefit from fast and free shipping on orders.

Negative

• No immediate financial impact or revenue figures disclosed.
• Potential increased competition on the Amazon platform.
• Reliance on influencer marketing may not guarantee conversion.

The Serious Makeup Brand That Knows How to Have Fun Expands Consumer Reach in the U.S. in the Amazon Premium Beauty Store

IRVINE, Calif.--(BUSINESS WIRE)-- Too Faced, the serious makeup brand that knows how to have fun, announces its debut in the U.S. Amazon Premium Beauty store, providing broader access to its best-selling makeup collections. Too Faced is the second brand within The Estée Lauder Companies’ portfolio to open a storefront in the U.S. Amazon Premium Beauty store.

Within the Too Faced brand store in Amazon Premium Beauty, customers will be able to discover and learn about the brand’s iconic products, including Better Than Sex Mascara, the #1 Prestige Mascara in the U.S.,* the Born This Way complexion range, and the cult favorite lip gloss and lipstick assortments that have rendered Too Faced the #1 Lip Plumping Brand in the U.S.**

To amplify this launch, Too Faced has collaborated with lifestyle content creator Darcy McQueeny as its official Ambassador for its Amazon storefront. In addition to posting her favorite Too Faced products in her Amazon storefront, Darcy will be hosting other influencers at the Too Faced headquarters this June, for an immersion into the world of Too Faced, product education and tutorials, and to learn about the brand’s newest launches. Darcy will also post on her social channels about Too Faced favorites from the Amazon Premium Beauty store throughout the collaboration.

“We approach anything we do with a consumer first mindset and launching Too Faced in the U.S. Amazon Premium Beauty store is a natural fit with that strategy,” said Tara Simon, Global Brand President of Too Faced. “We will reach new, highly-engaged beauty consumers that will be introduced to iconic Too Faced hero products, and we will meet our current Too Faced fans in Amazon’s stores, a destination they are already shopping. We look forward to providing our consumers an immersive brand experience with engaging product education, shoppable recommendations and convenient delivery to doorsteps.”

Amazon customers will be able to discover, shop, and experience a wide selection of Too Faced best-selling and viral makeup products. The Too Faced storefront will include, Better Than Sex Mascara in original and waterproof; Lip Injection Extreme and Lip Injection Maximum Plump lip glosses; the top-selling Born This Way Super Coverage Multi-Use Concealer; brand favorites such as the Born This Way Natural Nudes Eyeshadow Palette, Better Than Sex Foreplay Mascara Primer; the viral Cloud Crush Blush; and new launches like the Chocolate Soleil Melting Bronzing & Sculpting Stick and Kissing Jelly Lip Oil Gloss. Customers can start shopping now at http://www.amazon.com/toofaced. Prime members enjoy fast, free shipping on every order.

Since 1998, Too Faced has taken the mystery out of makeup, with a playful approach to serious makeup that performs. The brand is PETA-certified and is dedicated to cruelty-free beauty. Follow @toofaced and @amazon on social and shop the Too Faced Amazon Premium Beauty store at http://www.amazon.com/toofaced.

ABOUT TOO FACED

Too Faced is a serious makeup brand that knows how to have fun. We believe makeup is power, giving people the freedom to express themselves and the confidence to take over the world. With an exuberant approach to everything we do, we use the finest cutting-edge ingredients to create innovative, cruelty-free cosmetics that people love to wear. Create your own looks, find what you love and OWN YOUR PRETTY. Find us on TikTok @toofaced and Instagram @toofaced.

ABOUT THE ESTÉE LAUDER COMPANIES

The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The company’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, and the DECIEM family of brands, including The Ordinary and NIOD.

*Source: Circana/U.S. Prestige Beauty Total Measured Market, Makeup Product Sales, 12 months ended March 2024
**Source: Circana/U.S. Prestige Beauty Total Measured Market, Makeup Sales, 12 months ended March 2024

NYSE: EL

ELC-B

View source version on businesswire.com: https://www.businesswire.com/news/home/20240611054331/en/

Investors: Rainey Mancini

rmancini@estee.com

The Estée Lauder Companies Media: Jill Marvin

jimarvin@estee.com

Too Faced: Catherine Bomboy Dougherty

cdougher@estee.com

Source: Too Faced

FAQ

What is the significance of Too Faced launching in Amazon Premium Beauty store?

The launch expands Too Faced's consumer reach in the U.S., making best-selling products more accessible.

Which popular products will be available from Too Faced in the Amazon Premium Beauty store?

Best-sellers like Better Than Sex Mascara, Born This Way complexion range, and Lip Injection lip glosses will be available.

Who is collaborating with Too Faced for their Amazon Premium Beauty store launch?

Lifestyle content creator Darcy McQueeny is the official Ambassador for this initiative.

What benefits do Amazon Prime members get from the Too Faced Amazon store?

Prime members enjoy fast and free shipping on all orders from the Too Faced Amazon store.

How does the Too Faced Amazon Premium Beauty store enhance the shopping experience?

The store offers a wide selection of best-selling and new products, along with engaging product education and shoppable recommendations.