Too Faced launches on Amazon in the U.S.

Makeup brand Too Faced announced on Tuesday its launch on the U.S. Amazon Premium Beauty store.

The expansion is set to provide shoppers with wider access to Too Faced’s iconic collections, including the top-selling Better Than Sex Mascara and the Born This Way complexion range. Fans can also explore the brand’s popular lip gloss and lipstick assortments, as well as new launches like the Chocolate Soleil Melting Bronzing & Sculpting Stick and the Kissing Jelly Lip Oil Gloss. These products, alongside the brand’s classics, will be available for fast, free shipping to Prime members.

The expansion makes Too Faced the second brand from The Estée Lauder Companies’ portfolio to set up shop in Amazon’s curated beauty section, following the launch of Clinique back in March.  Estée Lauder aims to launch a select few brands within the U.S. Amazon Premium Beauty store in the coming months.

“We approach anything we do with a consumer first mindset and launching Too Faced in the U.S. Amazon Premium Beauty store is a natural fit with that strategy,” said Tara Simon, global brand president of Too Faced. 

“We will reach new, highly-engaged beauty consumers that will be introduced to iconic Too Faced hero products, and we will meet our current Too Faced fans in Amazon’s stores, a destination they are already shopping. We look forward to providing our consumers an immersive brand experience with engaging product education, shoppable recommendations and convenient delivery to doorsteps.”

For the launch, Too Faced has partnered with lifestyle content creator Darcy McQueeny, who will serve as the official ambassador for their Amazon storefront. As part of the partnership, Darcy will share her favorite Too Faced products through her Amazon storefront and social media channels. Additionally, she will host a group of influencers at the Too Faced headquarters this month.