Too Faced and the Cruelty Free Dilemma

Too Faced Cosmetics have quickly become one of the world’s favourite beauty brands, with their quirky product names and adorable packaging adding to the desirability of their products. The company which was founded by Jerrod Blandino and Jeremy Johnson has more than 7.5 million Instagram followers and 393.6 thousand Twitter fans, with some of their products such as the Chocolate Bar Eyeshadow Palette and the Better Than Sex Mascara reaching cult status in the makeup community. Significantly, Too Faced have been a trailblazer in the makeup community for their fight against animal testing, with the brand consistently focussing on their work with animals. However, this is something that has come under questioning due to the recent purchase of the brand by Estee Lauder.

In the makeup industry, it is extremely common for major brands to own smaller companies, such as how L’Oréal owns both Urban Decay and Lancôme, however the main issue coming from this takeover is what will happen to the cruelty free status of Too Faced? Whilst Too Faced have confirmed that the formulas of their products will not change and that the brand will not sell their products in China, the fact that they are now owned by a brand who does test on animals has caused great controversy and has lost the brand their Leaping Bunny certification, an internationally recognised cruelty free certification created by eight animal protection groups.

Blandino quickly defended their decision, and took to Instagram to describe how ‘we have been a champion for animals since our beginning in 1998 and that has only grown stronger and more powerful with every passing day’, before moving on to note that ‘we will NEVER test on animals and we will NOT sell in China’. Significantly, the brand has been defended by PETA, who raised the importance of supporting cruelty-free brands despite the activity of their parent companies in order to show the parent companies that the public likes their makeup cruelty free.

Whilst the news of the takeover is disappointing, it is important to note that Too Faced as a brand will continue to be cruelty free. When L’Oréal initially purchased Urban Decay in 2012 they shockingly decided to begin selling in China, a decision that was then reversed due to the extremely negative feedback. Animal testing in the makeup community is clearly still a very important topic, and I believe PETA’s argument to be incredibly important. Too Faced is still a cruelty free brand, and perhaps the more important battle to fight is against brands that continue to test on animals and the laws that allow this to happen. For a list of brands that do not test on animals I would recommend looking at the PETA and the Leaping Bunny website.

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