Too Faced Founder to Launch Beauty Incubator

Toy Box is reportedly planning to launch its first two brands, Drunk Diamond, a jewelry cleaner, and Polite Society, a cosmetic brand.

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Too Faced Cosmetics founders Jarrod Blandino and Jeremy Johnson have announced their return to the beauty industry with the launch of beauty incubator Toy Box Brands, which the pair reportedly sold their brand Too Faced to Estée Lauder for $1.45 billion back in 2016.

Johnson and Blandino reportedly resigned from Too Faced on June 30, 2022, saying at the time that they wanted to pursue new opportunities. Blandino has since said he discussed trademark issues regarding Toy Box on July 1.

This month, the startup launched a jewelry cleaner called "Drunk Diamond." In August, Toy Box Brands will also launch a line of Polite Society cosmetics, which, according to the founder, is aimed at GenZ and millennials. And the line will debut during Madonna's world tour.

Meanwhile, Polite Society will also debut at Ulta Beauty's 850 stores in August. The Polite Society cosmetics line, which promotes clean beauty and is committed to ingredient transparency, will reportedly be categorized under Ulta Beauty's Clean Beauty segment.

The Toy Box team is made up of former Too Faced employees and currently consists of 17 members, with the number climbing to 30 once Toy Box really gets going, according to the two Toy Box founders, who say they plan to launch up to 16 brands over the next decade.

Toy Box is reportedly entering a popular category. The diversified beauty companies such as Sephora, Maesa and L'Oreal are already involved in the incubator business.