Estée Lauder Picks Up Too Faced

Photo courtesy of: makeup.nowblogg.com

In my last article I told you guys all about Estée Lauder acquiring Becca Cosmetics, a brand best known for their highlighting powders. Well EL strikes again with another strategic purchase of cult-brand, Too Faced. Headquartered in Orange County, California the brand prides itself on uber cute packaging and “food themed” palettes. Lauder put down a cool 1.4 million which is the largest payment they have ever made for an acquisition. CEO, Fabrizio Freda cites Too Faced’s “unique feminine and Millenial communication focus” as a characteristic that compliments EL’s current brand portfolio. 

Want even more scoop on this new endeavor? Check out Allure’s article here.

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