About Too Faced
Too Faced is a company based in Orange (United States) founded in 1998 by Jeremy Johnson and Jerrod Blandino was acquired by Estee Lauder Companies in November 2016.. Too Faced has raised $71.38 million across 2 funding rounds from investors including General Atlantic, Estee Lauder Companies and Weston Presidio. Too Faced offers products and services including Better Than Sex Mascara, Born This Way Concealer, Cloud Crush Blush, and Kissing Juicy Tint. Too Faced operates in a competitive market with competitors including Glossier, Function of Beauty, E.L.F Cosmetics, IL Makiage and Beautycounter, among others.
- Headquarter Orange, United States
- Founders Jeremy Johnson, Jerrod Blandino
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Sectors
Healthcare
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Email
***********
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Phone
*********
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Website
*********
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Social
*********
- Legal Name Too Faced Cosmetics, Llc
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Annual Revenue
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Net Profit
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EBITDA
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Total Equity Funding
$71.38 M (USD)
in 2 rounds
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Latest Funding Round
$150 M (USD), Debt – Conventional
Jul 01, 2015
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Investors
General Atlantic
& 2 more
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Employee Count
Employee Count
- Acquired by
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Products & Services of Too Faced
Too Faced offers a comprehensive portfolio of products and services, including Better Than Sex Mascara, Born This Way Concealer, Cloud Crush Blush, and Kissing Juicy Tint. The company's diverse product and service offerings are designed to meet the evolving needs of its customers, address market demands, and provide comprehensive solutions that drive value creation and customer satisfaction across various segments and use cases.
Provides defined and voluminous lashes for everyday use
Conceals, contours, and highlights facial features effectively
Buildable blush for natural or bold cheek color application
Hydrating lip color with long-lasting shine and scents
Funding Insights of Too Faced
Too Faced has successfully raised a total of $71.38M across 2 strategic funding rounds. The most recent funding activity was a Debt – Conventional round of $150 million completed in July 2015. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding Total Funding
- Total Rounds 2
- Last Round Debt – Conventional — $150.0M
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First Round
First Round
(22 Dec 2011)
- Investors Count Investors Count
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2015 | Amount | Debt – Conventional - Too Faced | Valuation |
investors |
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| Dec, 2011 | Amount | Series C - Too Faced | Valuation |
investors |
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| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
Investors in Too Faced
Too Faced has secured backing from 3 investors, including institutional and venture fund investors. Prominent investors backing the company include General Atlantic, Estee Lauder Companies and Weston Presidio. This diverse investor base provides strategic capital, industry expertise, and valuable network connections that support the company's growth initiatives, market expansion, and long-term value creation.
| Investor | Description | Founded Year | Domain | Location |
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Growth-stage companies are targeted for private equity investments.
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Founded Year | Domain | Location | |
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Private equity fund focused on global markets
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Founded Year | Domain | Location | |
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Luxury cosmetics and beauty products are manufactured and distributed worldwide.
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Founded Year | Domain | Location |
| Investor | Description | Founded Year | Domain | Location |
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Single family office of Amitabh Bachchan, founder of Amitabh Bachchan Corporation or AB CORP
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Founded Year | Domain | Location | |
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Startup ecosystems are ignited through strategic investments by Signite Partners.
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Founded Year | Domain | Location | |
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Venture capital is directed toward companies in multiple sectors.
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Founded Year | Domain | Location | |
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Venture capital is invested in cybersecurity, fintech, and AI startups.
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Founded Year | Domain | Location |
Investments & Acquisitions by Too Faced
| Company Name | Description | Domain | Location | Founded Year | Amount |
|---|---|---|---|---|---|
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Bionic investment advisor platform
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2016 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 | ||||
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Physical e-commerce kiosks are deployed for rural purchases in Indonesia.
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2014 | ||||
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Fine Asian gourmet food is offered by an internet-first restaurant.
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2016 |
Financial Statements - Too Faced
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Jan, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
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| Feb, 2021 | Amount | Post-IPO - Grab | Valuation |
investors |
Too Faced Comparisons
Competitors of Too Faced
Too Faced operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as Glossier, Function of Beauty, E.L.F Cosmetics, IL Makiage and Beautycounter, among others. This competitive environment drives innovation, market differentiation, and strategic positioning as companies strive to capture market share and deliver value to their customers. Understanding the competitive dynamics is crucial for assessing market positioning, identifying growth opportunities, and navigating the challenges inherent in a competitive marketplace.
| Company Name | Domain | Founded year | HQ Location | Description |
|---|---|---|---|---|
| domain | founded_year | HQ Location |
Multicategory beauty products are offered via an internet-first brand.
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| domain | founded_year | HQ Location |
Customized skin and hair care products are provided online.
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| domain | founded_year | HQ Location |
Multi-category color cosmetics are provided by an internet-first brand.
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| domain | founded_year | HQ Location |
Makeup products are recommended online based on personal quizzes.
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| domain | founded_year | HQ Location |
Multi-category beauty products are offered online by Beautycounter.
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| domain | founded_year | HQ Location |
Manufacturer of beauty care products for women
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| Company Name | Domain | Founded year | HQ Location | Description |
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| domain | founded_year | HQ Location |
Multiple services are booked via an app-based platform.
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| domain | founded_year | HQ Location |
On-demand services are booked through an app-based platform.
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| domain | founded_year | HQ Location |
App based platform offering on demand delivery and ride-hailing services
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| domain | founded_year | HQ Location |
Operates an on-demand hyperlocal delivery app for food and groceries.
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Latest news on Too Faced
Frequently Asked Questions about Too Faced
When was Too Faced founded?
Too Faced was founded in 1998 and raised its 1st funding round 13 years after it was founded.
Where is Too Faced located?
Too Faced is headquartered in Orange, United States. It is registered at Orange, California, United States.
Who is the current CEO of Too Faced?
Jeremy Johnson is the current CEO of Too Faced. They have also founded this company.
Is Too Faced a funded company?
Too Faced is a funded company, having raised a total of $71.38M across 2 funding rounds to date. The company's 1st funding round was a Series C of $71.38M, raised on Dec 22, 2011.
What does Too Faced do?
Too Faced was founded in 1998 and is headquartered in Orange, United States. Operations focus on the beauty sector, where a range of cosmetics is produced and distributed. Products encompass foundations, concealers, bronzers, eyeshadows, eyeliners, lipsticks, lip gloss, and related items. The brand is led by co-founders Jeremy Johnson as CEO and Jerrod Blandino. Online presence is maintained through toofaced.com.
Who are the top competitors of Too Faced?
Too Faced's top competitors include Glossier, E.L.F Cosmetics and PAT McGRATH LABS.
What products or services does Too Faced offer?
Too Faced offers Better Than Sex Mascara, Born This Way Concealer, Cloud Crush Blush, and Kissing Juicy Tint.
Who are Too Faced's investors?
Too Faced has 3 investors. Key investors include General Atlantic, Estee Lauder Companies, and Weston Presidio.
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