In news that has left cruelty-free and vegan beauty fans across the globe shattered, it’s been announced that Estée Lauder Companies will be taking ownership of beloved cruelty-free brand Too Faced Cosmetics. This news isn’t just big for the cruelty-free market, it’s actually huge for the entire beauty industry. We are talking big, big money and Too Faced swear that their cruelty-free status will be upheld. But will it really?
Estée Lauder Cosmetics inc. has acquired the Too Faced makeup brand for US$1.45 billion, the largest purchase in Lauder’s 70-year history. The future is bright for Too Faced Cosmetics and their strength in the colour cosmetics niche has been growing rapidly, so it’s understandable that they have big plans to continue now that they have the juggernaut of ELC to help them along, but what about the values Too Faced swore by when they were created in 1998 by Jerrod Blandino and Jeremy Johnson (side note, both of whom originally worked behind the counter for Estée Lauder in Southern California). Assuming their loyal cruelty-free consumers wouldn’t welcome the news, Blandino did clarify Estée Lauder Companies’ cruelty-free position for Too Faced in an interview with WWD.com:
They respect our values, our core beliefs that we built our brand on. We will not be animal testing, we will not be going into China, we will not be made to fold into a corporate culture that we do not have. They love and respect what we have created and are just going to support us and lift us up, without changing us in any way but great.
Too Faced Cosmetics offers a great selection of vegan products as well but whether you choose to continue supporting them or not will come down to your own values. Currently, Too Faced holds PETA-certified cruelty-free status but whether that will remain is unclear. The only brands in ELC’s portfolio to still hold their PETA cruelty-free status is Smashbox Cosmetics, Sean John and Aveda while previously certified cruelty-free brands MAC Cosmetics and Bumble and Bumble lost their accreditation at some point after their ELC acquisition. The acquisition is set to be completed in December 2016 so until then perhaps stock up on your favourite Too Faced products just in case.
If you’re vegan or cruelty-free loyal you’ll have to decide for yourself if you are comfortable with a cruelty-free product that is owned by an animal-testing company. To know exactly what you would be supporting, have a read of our article on What Is Animal Testing?.
Australia – Mecca Maxima
What do you think of Too Faced Cosmetics? Will you continue to buy their products? Let us know by commenting below!
Image source WWD.com
Too Faced Cosmetics are an accredited cruelty-free company by. As of December 2016 Too Faced will have a parent company, Estée Lauder Companies, who do test on animals.
Some products suitable are for vegans. You will find a complete list of vegan-friendly items on the FAQ page.