Too Faced was founded in 1998 by couple Jerrod Blandino and Jeremy Johnson. The company was named by a derogative name that Blandino used to call his unsatisfied customers while he was working at Saks Fifth Avenue.
The company became known worldwide because of its products’ bold names, such as the famous ‘Better than Sex Mascara’, and for creating the first true glitter eyeshadow.
Too Faced is also known because of Clover, Johnson, and Blandino’s pet Chihuahua, who became the company’s mascot.
Today, its products are being sold all across the US, both in independent stores and in places such as Sephora or Ulta, but can be found in various countries all across the world. Its main store is located in California.
Is Too Faced Cruelty-Free?
|Not sold in China?||Yes|
|Leaping Bunny Certified||No(*)|
|Has vegan products||Yes|
|Not owned by a Parent Company that does Animal Testing?||No|
Yes, Too Faced is cruelty-free.
Too Faced has been a certified member of PETA’s ‘Beauty Without Bunnies’ program ever since 2001. Neither the final product nor the ingredients are being tested on animals. At the same time, they don’t pay any third party to test on animals, and they ensure that their suppliers are cruelty-free. In fact, Too Faced is one of the rare brands that has been cruelty-free almost since its founding, without controversy regarding their cruelty-free status.
However Too Faced is not Leaping Bunny Certified most likely, but keep in mind that applying for a Leaping Bunny label is on a voluntary basis(*).
Most Popular Too Faced Products
Are Too Faced products sold in China?
No, Too Faced products are not sold in mainland China or any other country that may require animal testing by law.
What is the Deal with China?
Even though animal testing is proven to be an unnecessary and unethical practice, some countries still require it by law. This is the case with the second-biggest market in the world, China.
China requires any beauty product to be tested on animals before allowing importation and being sold in Chinese stores. Any company or brand that makes the decision to sell in China has also decided to test on animals – either by themselves or, usually, by paying a third-party company to test on their behalf. This is the main reason why a lot of brands can’t achieve a true cruelty-free status. After growing public outrage, China did lift some regulations in 2014, which allowed certain beauty products, such as shampoos and other skincare items, to be imported without testing, but this is still a small percentage.
A lot of brands that claim to be cruelty-free are being misleading thanks to these laws. Even if a brand doesn’t conduct animal testing on its own, by deciding to take the opportunity and sell in countries such as China, it is allowing a third-party to test the final product on animals. This is why PETA and the Leaping Bunny Program have forbidden brands that they certify to expand their market in this direction – and rightfully so.
A lot of companies are working with the Chinese government on lifting these regulations, and legislation was proposed in 2019 that should stop mandatory animal testing. However until today, no substantial progress has been made in this regard, we continue to wait patiently.
Is Too Faced Vegan?
A lot of Too Faced products are vegan. Some of their cosmetics have animal by-products in them, such as lanolin, carmine, beeswax, and yogurt powder, but they have a big list of vegan-friendly products on their website. In fact, most of their popular and well-known items are completely vegan. Too Faced is constantly trying to improve their vegan list and try to keep products with animal ingredients to an minimum.
[amazon bestseller=”Too Faced Vegan” items=”5″ template=”table”]
Who owns Too Faced and does the parent company test on animals?
In 2016, Too Faced announced that their new owner will be Estee Lauder, a big beauty company that is not cruelty-free. This caused a lot of worries about the future of the brand, and a lot of consumers – including PETA – wondered if they will change their ethics and policies.
Luckily, the brand announced that they will retain their cruelty-free status, as Estee Lauder allows their companies to make independent decisions based on their work policies and ingredient list.
However, this decision also means that a portion of the money that is spent on Too Faced products is given to a company that conducts animal testing. It is up to consumers to make their own decision whether or not they are going to support that.
What products does Too Faced sell?
Too Faced sells bold cosmetic products in vivid colors. It is known for its Chocolate collections, as well as other innovative items. It has a long list of both vegan and non-vegan products that contains every kind of make-up you can imagine. Most of these products are being advertised via influencers who have helped to expand the popularity of the brand.
Too Faced doesn’t sell skin care products, but it does have makeup removers and makeup brushes.