Estée Lauder Acquires Too Faced, Cruelty-Free Status Update

November 15, 2016By 8 Comments


Grab a box of tissues, y’all, ’cause the peeps who brought you Better Than Sex Mascara and Primed & Poreless done did sell their company… to a huge company that animal tests! Yup. Estée Lauder just acquired Too Faced for friggin’ $1.45 billion, the biggest acquisition in Lauder’s history.

So what does this mean as far as Too Faced’s cruelty-free status goes? A rep from Too Faced has confirmed: “The formulas will stay the same, and yes, the brand will stay 100% cruelty-free!” Too bad this doesn’t reflect the stance of their parent company, Estée Lauder, though. 🙁

Now, there are two ways that people might view this dilemma. Some peeps will continue to support Too Faced, as it sends a message to the parent company that there’s a rising demand for cruelty-free companies and products, while others will boycott them altogether because they feel like they’re indirectly supporting animal testing. I have a whole post on this topic here.

I personally don’t support these types of companies because there are SO many vegan-friendly, legit 1000% cruelty-free companies to choose from these days that I’d rather funnel my monies to them (and I lurrrve me some indie brands), but seriously, no judgies if your opinions differ from mine. I am stoked that they will indeed be keeping the brand’s CF status… perhaps a small silver lining. C’mon Estée Lauder, please get your sh*t together!

Anyhoo, tell me your thoughts! Will you continue to support Too Faced? If not, which products will you be mourning the most? xx

About Sunny ()

Longtime vegan, hardcore compassionate beauty junkie, serious cake aficionado, and lover of all things floofy and sparkly! If there's something in particular you'd like me to review, drop me a line at You can also find me on Facebook, Instagram, Twitter, YouTube, and Google +.

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Comments (8)

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  1. Gina says:

    I am sooo upset by the news….as a dark skinned woman they are not alot of vivid shades available but Too Faced has been my everything. I will not be supporting this brand any longer instead my #2 (wet n wild) will become my #1. Until I am able to do a bit more research..I am enjoying a couple of the items I purchased from BH Cosmetics vegan line.

  2. Izzy says:

    This made me SO SAD when I heard of it. TooFaced was one of my faves! I will NOT be supporting them in the future. Estee Lauder doesn’t care about being cruelty free, and my supporting Too Faced would send the wrong message.

  3. DanielleinDC says:

    What a shame. I wish all the cruelty-free but owned by cruel conglomerates could break away and form their own cruelty-free cosmetics conglomerate. Guess I’ll have to find better lip and shadow primers.

  4. Dawn says:

    I am sickened by this….

  5. Sarah S. says:

    I’m so sad about this! Whenever this sort of thing happens it renews my passion for trying out independent brands that don’t test on animals in any way, or have a parent company that tests. I was considering some Kat Von D lipsticks but this actually reminded me I’d rather give my money to a company that won’t funnel it to an animal testing company! I’m going to try out those 100% Pure lipsticks you love instead 😀

  6. karen says:

    Very disappointing. If u belive in something why sellout? Money talks and Bullshit walks. These company’s that’s keep buying out crueltyfree brands are greedy they want to have their cake and eat it too. I wont be buying another thing from them….so sad

  7. Kieli says:

    I loved Too Face and the fact they were vegan and cruelty-free. I couldn’t ever afford them though Lol but this makes me sad. I want companies to see we don’t need to test on animals but I rather not support their testing. Thank you for the update.

  8. Claire says:

    I’m so gutted to hear this, Sunny – I have only recently gotten Too Faced into my nearest Debenhams Department Store 🙁

    But, I won’t support them … I’ll continue to use my better than sex mascara, as it is vegan and it was totally cool before EL bought them, but I now need to find a vegan and cruelty-free mascara for when BTS runs out :/

    I adore ELF and many independant Vegan make up brands … so I will hit those up 🙂


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