Too Faced Favored by Multiple Hollywood Stars Evolves Leadership

Estée Lauder Company updated Too Faced leadership. Its co-founders Jerrod Blandino & Jeremy Johnson will depart the brand. Tara Simon has been promoted to global brand president. In 2021, news spread on Chinese social media platforms that the Too Faced was in liquidation and may be ready to exit the Chinese market.

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On May 6, Estée Lauder Company announced a change in leadership for its Too Faced brand, with Tara Simon taking on the role of global brand president, effective July 1, 2022. Too Faced co-founders Jerrod Blandino and Jeremy Johnson will leave the brand effective June 30, 2022, to start a new venture.

Tara Simon has been an exceptional leader since joining the Too Faced two years ago and will continue to leverage her brand-building expertise to continue to drive emotional connections with consumers through products and unique consumer experiences, said Estée Lauder Company CEO Fabrizio Freda.

Founded in 1998, Too Faced is a well-known American makeup brand and was acquired by Estee Lauder in 2016. Its official website describes the brand's founder, Jerrod Blandino, who worked at Estee Lauder counters, and Jeremy Johnson, who also worked at Estee Lauder, Armani and Chanel.

The new global brand president, Tara Simon, joined Too Faced in 2020 from ULTA Beauty. She previously worked as senior vice president of merchandising for Estée Lauder's Prestige Beauty division. Estée Lauder said that in the two years since Tara joined the brand, Too Faced has maintained the first-mover position, successfully launching new distribution channels such as Target and ULTA Beauty, and consistently leading in sales.

Since Dec. 2021, Too Faced has been testing out TikTok’s new livestream shopping feature. And as a result of its success, it is now adopting it as a core omnichannel opportunity.

On its first episode in Dec. 2021, Too Faced saw 72,500 unique tune-ins and 69,400 engagements, which were measured in comments, likes and follows. Too Faced offered livestream viewers a unique promo code and saw that 84% of the customers who purchased through the first live shopping event were new to TooFaced.com. “Products that sell well through a livestream are those that are ‘highly demonstratable,'” said Tejwani. This includes the brand’s Better Than Sex mascara and Lip Injection Maximum Plump. Another live shopping episode on March 9, as part of the brand’s International Women’s Day campaign, resulted in a total of 42,000 views.

Too Faced's global executive director Elyse Reneau, one of the hosts of the brand's live shopping livestream, said TikTok users tend to be more engaged and like to ask questions compared to Instagram users, especially Gen Z users. Probably Too Faced has captured loyal users in TikTok, so its live stream is longer. In its 2-hour live broadcast, the host will solicit questions from users in the form of giveaways, every 30 minutes for retaining the audience in the live streaming.

Too Faced was founded in 1998, in the United States is quite well-known national makeup. Too Faced star products are known to be popular with Hollywood stars for their innovative formulas, rich colors and individual packaging. The brand has 12.8 million followers on social media and Instagram.

On the Chinese social media platform, Too Faced has also been quite hot in the beauty world. Searching for "Too Faced" on Douban, Xiaohongshu and other social media, can be seen a lot of information about the brand's Melted Matte lipstick, Born Like This eyeshadow and skin foundation are discussed and swatched.

In July 2020, 38 Too Faced iconic beauty products, including the Diamond Light Highlighter, Sweet Peach Eyeshadow Palette and the Asia Pacific debut of the new Matte Lip Glaze, were launched on Tmall International.

"We hope that through Tmall International the Too Faced will reach a wide range of China's Generation Z population." said the head of Estee Lauder.

In 2021, news spread on Chinese social media platforms that Too Faced was in liquidation and may be ready to exit the Chinese market. It is understood that at that time in Too Faced Tmall overseas flagship store, several products were marked 50% off.

The most popular products in Too Faced's official overseas flagship store on Tmall International include Too Faced Party 16 Color Eyeshadow Palette", "Too Faced Diamond Light Highlighter", "And Too Faced Party Matte Cream Lip Glaze priced from $26.25 to $59.25.