Last Updated on 02/18/2022
Estee Lauder is the parent company of Too Faced. They acquired Too Faced in 2016. The good news is Too Faced is certified cruelty free by PETA. They are a member of PETA’s Beauty Without Bunnies program.
Too Faced is a makeup brand that is ‘love at first sight’ for every makeup lover. Too Faced highlights and celebrates the transformative power of makeup in a fun way. It brings you fresh colors, funky packaging, and consistent quality.
We all have drooled over the Better Than Sex mascara! It is also a ‘brand of choice’ for vegan and cruelty-free makeup in the mid-range. Here are my two cents on Too Faced and its cruelty-free policy.
Is Too Faced Cruelty Free & Vegan?
Too Faced – Past & Present
1998 – Too Faced was launched in 1998 by Jerrod Blandino & Jeremy Johnson. Blandino was a makeup artist working at the Estee Lauder makeup counter at Saks Fifth Avenue. He wanted to get over with the 90’s grunge makeup and bring back the glory of fresh colors in makeup.
He used to mix up colors and make his own shade from the leftover makeup samples at his working station. Too Faced started as a boutique brand in the late ’90s. This brand bears the glory of introducing the makeup world with glitter eye shadows.
The makeup artist days of Blandino and Johnson made them realize the transformative power of makeup. They wanted to make Too Faced a fun-filled makeup line; not a rule-lead one. They named the brand ‘Too Faced’ mimicking ‘Two Faced’. Because beauty enthusiasts take only seconds to go from nice to angry when they find their favorite product out of stock at beauty counters.
Excellent quality, humorous expressions, and playful color selection made Too Faced an instant favorite brand of everyone.
Currently – Right now, Too Faced is a top-rated brand in more than 30 countries. This brand is acquired by Estee Lauder. But, its founder members Blandino and Johnson are still innovating new and beautiful makeup.
Do you know who their cute mascot is? It’s Blandino and Johnson’s chihuahua Clover!
What does Too Faced say about its Cruelty Free Status?
In the frequently asked questions page of the Too Faced official website, I found:
“DO YOU TEST ON ANIMALS?
No way, Too Faced loves animals! Our products are totally cruelty free.”
Most brands present a clear write-up on their animal testing policy. Too Faced hasn’t done so. Apart from these two simple lines, there was nothing on cruelty testing. The brand actually makes its stance crystal clear without saying much.
As per my research, Too Faced doesn’t own animal testing laboratories. They have a strict checking policy for their suppliers. As we know, most cruelty testing happens at the ingredient level, and that too by ingredient suppliers.
I do want to mention a crucial fact here. Too Faced works under the umbrella of Estee Lauder, a cruelty-based cosmetic corporation. On a query Too Faced confirmed, they secured the right to follow their own cruelty-free policy at the time of the Estee Lauder merger.
1998 – Too Faced launched in 1998. Just after three years, they signed up for the Beauty Without Bunnies program of PETA. Ever since they are staying consistent on their cruelty-free outlook.
2016 – Too Faced was acquired by Estee Lauder, a non-cruelty-free brand, in 2016. Too Faced Fam worldwide got quite conscious about its cruelty-free status. However, Too Faced decided its own course of action, to remain cruelty free like before.
Is Too Faced Cruelty-Free?
Yes. Too Faced is cruelty-free but its owning brand, Estee Lauder is not.
Too Faced does not test their products on animals by their own manufacturing units. They do not employ any other animal testing laboratory. Too Faced never runs cruelty-test during formula development, mass production, and product distribution.
Their products are not sold in China to avoid mandatory animal testing. However, Too Faced’s owner brand Estee Lauder still tests their products on a large scale to grab the Chinese revenues.
Does Too Faced manufacture in China?
No. Too Faced does not manufacture in mainland China.
Does Too Faced sell in China?
No. Too Faced doesn’t market its products in China online or offline.
Is it vegan?
No. Not 100% of Too Faced products are vegan. Their non-vegan products contain beeswax, carmine, yogurt, etc. Too Faced’s vegan product range is quite impressive as well.
Most of the Too Faced cult favorites are from the vegan range. To make your shopping easy & fun, the brand separates all its vegan products from non-vegan ones. You can enjoy the most beautiful and long-lasting cosmetics with zero animal-derived ingredients.
Do I recommend Too Faced?
Too face is a renowned cruelty-free brand. PETA includes it into their cruelty-free list. The brand has a vast array of vegan products. It is a holy-grail brand for many cruelty-free makeup lovers.
However, we must consider another fact. Too Faced is a subsidiary of the multinational beauty brand Estee Lauder. Estee Lauder is not at all a cruelty-free brand. They are still in the grey for allowing animal tests on their products by China.
Honestly, it is up to you if you consider a ‘non cruelty-free’ owned ‘cruelty-free brand’ as passive supporters of cruelty or not. So, the choice is yours. No judging here!
5 Highly Recommended Products
- Too Faced Better Than Sex Mascara
This mascara is a US no.1 bestseller. It thickens, lengthens & curls your lashes in a single coat. This is a must-have from Too Faced. You will definitely notice some volume to your lashes as it defines & separates the lashes. Personally, I like this mascara. Guess they have a waterproof version as well. Yeah, it is also vegan!
- Born This Way Foundation
Available in 35 shades, this foundation is amazing. The best part has to be the beautiful coverage which is buildable. It stays put for long and is a hydrating foundation. You can easily find your contour, highlight and even concealer shade in this huge range! You would love how it blends and gives a flawless finish. A lightweight foundation with no flashback!
- Lip Injection Extreme Lip Plumper
This hydrating lip gloss doubles as a lip plumper to provide the hottest lip look of the town. You can apply it as a base or lip topper. It comes in 5 shades and settles to a glossy finish. It doesn’t just fade away, lasts well. If you have sensitive skin, allergies or rashes case in the past, do proceed with a patch test.
- Too Faced Hangover Primer
The Hangover Primer is a hydrating face primer to blur those grainy pores. It not only smoothes but also soothes your skin. If you are looking for a well nourished face base with added brightness, this is what you need in your life. It is a hydrating, lightweight, long-wear primer. Easy to apply, blends well and does its job quite well!
- Shake Your Palm Palms Eye Shadow Palette
Love compact eye palette for on-the-go looks? Do check out this eyeshadow palette. You get all the essential peaches and browns for perfect warm neutral looks. The kit also has some fabulous shimmers to sass up your eye game. It is perfect for Fall looks and even Holiday looks with all the shimmers and other fun shades. Pigmentation is good and can also be used for everyday looks.
Too Faced is not entirely vegan but they have many vegan products. The brand has labeled its vegan products. So it’s easy to spot them if you’re a vegan lover.
Share on Pinterest!