Following the Amazon launch of Clinique, the Estée Lauder Companies are debuting another brand on the platform. Too Faced will be Lauder’s second brand to join Amazon, with its assortment making its debut on Tuesday.
This move is part of a broader trend of prestige brands establishing a presence on Amazon. Just last month, Kiehl’s Since 1851 also launched on the platform.
For Tara Simon, Too Faced’s global brand president, this expansion is a strategic effort to increase touchpoints with the coveted Gen Z shopper, among other demographics. “We’re experiencing our most rapid growth for the fourth year in a row in Gen Z,” Simon said. But the strategy goes beyond just targeting Gen Z. “Sixty-nine percent of beauty consumers in the U.S. right now are searching on Amazon. We think of going to Google to search and they go to Amazon,” Simon explained. “We’re 26 years old, we cut our teeth in specialty and multi-brand retail, and now, we have the opportunity to meet our consumer where they are.”
Simon said Too Faced is also the top lip plumping brand in the U.S.. The Estée Lauder Companies’ decision to bring Too Faced to Amazon underscores a significant shift in how prestige beauty brands are adapting to changing consumer behaviors and preferences, recognizing the platform’s influence in the beauty market.
It is reported that Estée Lauder Companies acquired Too Faced for $1.45 billion in 2016. According to NPD Group data, Too Faced is the seventh most well-known makeup brand in the United States. It was founded in 1998 by former Estée Lauder brand counter workers Jerrod Blandino and Jeremy Johnson. The brand is favored by many Hollywood stars in the U.S. for its rich colors and personalized designs, and it has over 13.3 million followers on social media platform Instagram. In 2022, Too Faced announced the closure of its Tmall flagship store in China. In 2023, Too Faced also announced the closure of all its stores and e-commerce sites in Japan.
