Last Updated on 01/04/2021
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 towards fresh colors, funky packaging and consistent quality. Every eye palette from them becomes a worldwide sensation. We all have drooled over the Better Than Sex mascara! It is also a ‘brand of choice’ for vegan and cruelty-free makeup in mid-range makeup. Here’re Cruelty Free Guide‘s two cents on Too Faced and it’s cruelty free policy.
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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 in 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 90’s. This brand bears the glory of introducing the makeup world with glitter eye shadows.
Cruelty-free Skincare Guide:
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 Too Faced Says about their Cruelty Free Status?
In the frequently asked questions page of 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 their 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 in the time of 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 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 manufactures in China?
No. Too Faced does not manufacture in mainland China.
Does Too Faced currently sells in China?
No. Too Faced doesn’t market their 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 most beautiful and long-lasting cosmetics with zero animal derived ingredients.
Do we 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 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 from Too Faced
- Too Faced Better Than Sex Mascara
This mascara is US no.1 bestseller. It thickens, lengthens & curls your lashes in single coat. Moreover, it locks the curls and provides sizzling drama to your eyes. 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 Natural Finish 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!
- Too Faced Lip Injection Extreme Lip Plumper
This hydrating lip gloss doubles as a lip plumper to provide 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. Lightweight and hydrating gloss that provides fuller lips within 5 minutes. It doesn’t just fade away, lasts well and good. 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!
- Too Faced 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 as for everyday looks.
That’s all for now as it is a wrap. Share your thoughts in the comment below.
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