I'm also worried about the direction the beauty industry is heading. Every successful independent cruelty-free brand is being acquired by giants like Estée Lauder and L'Oréal. I understand it's the way business works, just like every other industry.
The problem is that all these industry giants test on animals, either for new ingredients or because they sell cosmetics in mainland China. For one, this means there are less and less cruelty-free options. But most importantly, this translates to more animal testing being performed if the newly acquired companies start being sold in China.
Estée Lauder's official policy is to test on animals where required by law. Even though the cruelty-free brands they've acquired until now remained cruelty-free, there's no way of saying what's going to happen with Too Faced or BECCA (which was also newly acquired).
And even if Too Faced itself remains cruelty-free, every sale is going towards a company that funds animal testing in mainland China.
How do you feel about this acquisition? Will you continue to support Too Faced?
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I’m heavily disappointed by the fact that nobody did their research enough before creating this “hysteria” that Too Faced is just terrible for being acquired by Estee. Jerrod the founder made it very clear on his social media that when he sold the company to Estee that he fully upholds his ideal of not selling in countries like China that tests on animals and Estee had also signed agreement upon upholding that policy as well.
https://www.allure.com/story/too-faced-cruelty-free
Y’all need to do your damn homework before starting to make these claims slandering a brand that’s worked very hard to keep their names clean. Shame on you, Cruelty Free Kitty as well as everyone else here creating this hysteria. You should take this post down ASAP.
I will NOT support Too Faced any more. That is just low to be bought by a hideous company like Estée Lauder. After all these years of vegan bucks supporting the brand this is the thanks and appreciation we get! Screw you Too Faced and Jarod Blandino!!!
Cruelty free kitty please take Too Faced off the front and center list of cruelty free products and the “favorites” list etc bc they are JUST NOT! ??? they don’t deserve any more praise. I’M DONE W THEM! #toofacedistwofaced
I can here to look up MAC and you say stay away because they are not cruelty free as they are owned by estee lauder, but if too faced us the same, why do you seem less concerned about it?
In the case of MAC, they inherit the policy of their parent company which is to test on animals when required by law. Since they are sold in China where animal testing is mandatory for foreign cosmetics, they are not a cruelty-free brand. Too Faced on the other hand, does not inherit the same animal testing policy of its parent company and they do not test on animals where required by law and do not sell products in China. I hope this helps!
NOOO!!! Too Faced is my absolute favorite makeup brand 🙁 I love their blushes and their mascaras. Ugh. Why you do dis Estee Lauder??? I’m so upset.
I’m late to this news (I only recently started exploring CF & Vegan makeup options), but this news bums me out.
It’s a shame that’s Too Faced has been bought by a company that tests on animals. Heck, it’s a shame that it was bought PERIOD. Why are all the makeup companies being bought by L’Oreal & Estee Lauter?? Was Too Faced that greedy that it couldn’t resist the cash?? It’s so disappointing that the smaller companies keep getting bought 🙁
Hell no I won’t support! One Billion will make them feel “secure” but in they end they will still die, like all of us – no amount of money will delay the inevitable. Sleep well at night Due Face (2 face) as you truly are – it’s ALL about the $$$.
Well duh, of course it’s about the money it’s a business for gods sake.
Let’s be optimistic! We have the power to change through the power of our dollars. We put natural care industry on the map folks – we can change the “face” of beauty as well. We owe it to the newcomer to the cruelty free world to believe they can make a successful change and that life will in fact be better! I spend less! I find more joy in the products I use! I look great! I still find a sense of community, but a larger one that cross many generations! My purchase power matters!
This product line, as someone so eloquently put, is not the beginning or end of all. It’s so expensive, and it isn’t geared to be used by a full range of age of women (or men) anyway. There are so many better alternatives that don’t depend on blinding, maiming and torturing animals…it makes me sick that this is what the “face of beauty” has come to.
Nooooo! I only buy from brands with a parent company that isn’t cruelty-free when I have to! I loved that Too Faced was a brand I could always feel good about and recommend to others. Now I’ll have to try and find a new foundation AGAIN since that is one of my most purchased beauty staples.
Does this mean that Too Faced will start testing on animals? Surely Estee Lauder is a holding company for them but they still have autonomy? As long as Too Faced itself remains cruelty free – I will continue to support them. (I know that may not be a popular opinion.)
I’d like to say I’ll focus on boutique brands but I’m from Ireland where my options are very limited in that regard – I still have options outside Estee Lauder and L’Oreal themselves but if I didn’t buy from every company that was owned by either conglomerate I wouldn’t be able to wear any makeup.
Side Question: Does this mean Kat Von D is owned by Estee Lauder by proxy now?
Too Faced went Two Faced…so very sad….especially for the animals…