There’s no denying it – new-wave feminism has gone mainstream. Western women are becoming more empowered and emboldened. Many of the stereotypes and preconceived notions regarding fashion and makeup have gone by the wayside. Gone are the days of women defaulting to industry ‘norms’ and dressing without thinking. Women are now encouraged to explore their individuality and dress and style themselves the way that they want to – an undeniably beautiful thing.

The most recent makeup trend prior to the rise of female empowerment was that of the 1990’s grunge and punk look. Grunge and punk deemphasized femininity and ‘girliness’ in favor of what was perceived as cool. Brands like Urban Decay thrived, thanks to their timely stylistic choices. Well, guess what? Nowadays women are styling what they want, how they want to, and many have chosen to re-visit girliness and pink. Thankfully for these women, there is Too Faced Cosmetics – a company that fits this mold in both product and message.

The 1990’s were all about darkness. Harsh colors and dark tones thrived while poor ol’ pink suffered as a result. You were about as likely to see pink and bright, feminine colored lipsticks in beauty departments as you were in men’s departments. The style had simply fallen out of favor within the makeup industry. Well, not everyone was happy about this, and perhaps least of all were Jerrod Blandino and Jeremy Johnson.

Too Faced Cosmetics History And Origins

Jerrod Blandino and Jeremy Johnson.

Partners in business as well as life, Blandino and Johnson were similarly passionate about business and the makeup industry. Lamenting the shift away from bright, vibrant colors, the two set out to establish a brand of their own. Their new brand would provide these colors and tones once again. With Blandino serving as the driving force behind creativity and innovation and Johnson spearheading the more business-oriented, logistical efforts, the company thrived. Too Faced Cosmetics was reinvigorating a forgotten style and building a world-renowned brand in the process.

It was Blandino’s journey that really got the ball rolling. Working behind the makeup counter of a department store, Blandino recognized the significant impact that makeup could have on women. Makeup isn’t just a color or skin enhancer. Blandino realized that makeup has the power to boost someone’s mood and turn their day around! He began mixing his own colors and makeup at home. Blandino tested his creations on clients who he referred to as “Too Faced,” as their moods would change if their favorite cosmetic was out of stock.

@TooFaced boasts over 7 million followers.

Emboldened by the positive feedback received from clients, Blandino and his then-husband Johnson decided to start their own makeup line. They named it Too Faced Cosmetics, but it is commonly known as just Too Faced. The company adopted the goal to put the fun back into the cosmetics industry, which Johnson and Blandino felt had been become sadly rigid and dull. Thanks to innovative products like glitter eyeshadow, plumping gloss, and 24-hour crease-proof shadow primer, as well as effective marketing, Too Faced would take off.

The now multi-million dollar company still abides by its founding principles – empowering women and providing them with fun, feminine cosmetics options. The brand defines itself by these qualities, as well as an unwavering sense of silliness – this is not a company that you will ever find taking itself too seriously!

Related: Check out our Bath Bombs Feature!

Is Too Faced Cruelty-Free?

In a one word answer: yes. The company has made animal-friendliness a priority since its start, boasting a full catalog of cosmetics products that are cruelty-free and largely paraben-free to boot.

Too Faced even uses its reach to promote animal rights causes, encouraging adoption and helping to build infrastructure to house and rehabilitate stray animals. Additionally, the company boasts over 40-different products that are fully vegan and continues to be as environmentally-friendly as possible.

Too Faced Products Overview

Too Faced now produces a wide variety of cosmetics products which intend to make makeup fun again. As is apparent to anyone who browses their website, Too Faced likes to have fun with its creations, marketing, and formulations. Too Faced products break down into four categories, and we will review a select number of their most popular products below!

• Eyes: Eye Shadow Palettes, Mascaras, Brows, Eyeliner, Eye Shadow Primers.
• Face: Foundation, Concealer, Bronzer, Highlighter, Blush, Primer, Contour, Powder, Face Palettes.
• Lips: Lipsticks, Melted Lipsticks, Lip Plumpers, Lip Pencils, Lip Primers.
• Essentials: New Year’s Eve, Best Sellers, Travel Minis, Brushes, Sets.

Too Faced Chocolate Bar And Semi-Sweet Chocolate Bar Eye Shadow Review

Chocolate bar eyeshadow.

We told you that Too Faced doesn’t take itself too seriously.  This has perhaps never been more apparent than it is in Too Faced’s Chocolate Bar and Semi-Sweet Chocolate Bar Eye Shadow Palette’s. Inspired by a ‘chocolate facial’ experienced by founder Jerrod Blandino while on vacation in Hawaii, these two palette’s utilize the therapeutic benefits of cocoa while offering an exciting slate of chocolate-inspired colors. Pigmented with pure, antioxidant cocoa powder and including 16-different shades, each palette offers quality, diversity, and effectiveness – the colors are vibrant and hold as well as any eyeshadow you’ll find!

Too Faced Better Than Sex Mascara Review

I won’t speak to whether or not the mascara is actually as impressive as the title boasts, but this is a fine mascara regardless – and not to mention the best-selling mascara in the world! Utilizing unique peptides which make for a deep, intense black, Better Than Sex’s film-forming polymer provides excellent smudge-proof wear that lasts all day. Just one coat of Better Than Sex will provide full, long, and defined lashes that lock in place and prove resistant to wear and weather alike. Too Faced also includes a uniquely shaped and effective mascara brush – you’ll likely be using the brush long after you’ve run out of Better Than Sex mascara.

Too Faced Candlelight Glow Highlighter Powder Review

One of Too Faced’s most popular products, Candlelight Glow, instantly boosts complexion whether it be on your cheekbones, brow bone, chin, or any area of the face. Too Faced uses PHOTOLITE technology, helping the highlighter provide shaded lighting that shines through and stays effective anytime and anywhere. Bottom line, if you’re looking to get camera ready and stay camera ready, Candlelight Glow Highlighter Powder has got you covered – literally.

Too Faced Melted Lipstick Review

Unlike its name would suggest, Too Faced Melted Lipstick will not melt off of your lips, but rather maintain for an impressive and vibrant hold. As the Too Faced website describes, Melted lipstick will provide “the staying power of a stain, the intense color of a liquid, and the high shine of a gloss” in one little package in ‘Melted.’

Blandino was inspired to create Melted when he noted that lipstick never looked as intense and appealing as it did in its melted, laboratory form – and thus he sought to create a lipstick that could mirror this effect. Mission accomplished.

The Too Faced Peaches and Cream Collection will have you feeling and smelling dreamy. Available at @Sephora Aug 31st https://t.co/WOiHOiGAx8 pic.twitter.com/xC1WC6u1l4

— Too Faced Cosmetics (@TooFaced) August 11, 2017

Too Faced Primed and Poreless Primer Review

Looking to maximize the effects of Too Faced products, or any cosmetics brand product for the matter? It all starts with a good primer. Too Faced Primed and Poreless Primer is truly one-of-a-kind. It is perfect to layer underneath bronzers and other sorts of makeup and also has the power to stand on its own to enhance the look of your skin. Vitamins A and C, as well as Mulberry Extract, ensure that the formula is safely concocted and naturally beneficial. Trust and believe that Primed and Poreless is nothing but good for your skin!

Too Faced Chocolate Bon Bon Palette Review

Too Faced received so much positive feedback from their Chocolate and Semi-Sweet Chocolate Bar Palette’s that they couldn’t possibly stop there! The Chocolate Bon Bon Palette by Too Faced builds on its predecessors winning color combinations. The palette offers new and exciting tones in the heart-shaped, chocolate-scented package.

The Bon Bon Palette has 14 new shades, as well as two cult favorites to allow for new experimentation and old familiar styling. This product will sell out, so don’t wait to pull the trigger or it’ll be gone!

Too Faced Boudoir Eyes Eye Shadow Review

Another one of Too Faced’s wildly successful eye shadow’s is Boudoir Eyes Eye Shadow. Can we be perfectly honest? There’s just not a whole lot to say about this product that hasn’t already been said. The shadows included pop, they hold, and the tones are fun and exciting. I mean, with names like Fuzzy Handcuffs, Voulez-Vous, Garter Belt, Sugar Walls and French Tickler, would you expect anything less? Too Faced did improve on the formula here to allow for easier blending, so that is noteworthy. In a general sense just expect more of the same quality from Too Faced with Boudoir Eyes.

Too Faced Air Buffed BB Creme Review

We’ve mentioned that thanks to their natural formulas and ingredients, certain Too Faced products won’t harm your skin. Well, how about a product that not only won’t harm your skin, but can actually improve skin health? Too Faced Air Buffed BB Creme is, as Too Faced accurately describes, “where skincare and makeup meet.”

A comprehensive beauty balm, Air Buffed BB Creme can treat, mattify, and invigorate skin. It also serves as an effective primer and foundation for further makeup application. Air Buffed may not be as effective a primer as Primed and Poreless, but its thereaputic benefits are a game-changer.

Too Faced Gift Sets Review

Just in time for the holidays! What better way to show your appreciation for friends and family than through the gift of beauty? Too Faced gift sets allow consumers to experience varieties of Too Faced products in one package. It’s the perfect way to become acquainted with this wonderful brand and find the products that work best for you. Among the most popular Too Faced gift sets are the Let it Glow Highlight and Blush Kit, Naughty Kisses & Sweet Cheeks, Merry Kissmas, Park Avenue Kisses, Melted Liquified Long Wear Lipstick Ornament, and Melted Kisses & Sweet Cheeks!

Conclusion

Whew! As fun as it is to write about this wonderful company, this is just the tip of the iceberg! Too Faced has so much more to offer. We invite you to experience the brand yourself and figure out which products will work most effectively for you. There’s no better way to find out which products you’ll like best than to purchase and try them. So what exactly are you waiting for? Time is wasting!