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Too Faced Launches in the U.S. Amazon Premium Beauty Store

The Serious Makeup Brand That Knows How to Have Fun Expands Consumer Reach in the U.S. in the Amazon Premium Beauty Store

Too Faced, the serious makeup brand that knows how to have fun, announces its debut in the U.S. Amazon Premium Beauty store, providing broader access to its best-selling makeup collections. Too Faced is the second brand within The Estée Lauder Companies’ portfolio to open a storefront in the U.S. Amazon Premium Beauty store.

Within the Too Faced brand store in Amazon Premium Beauty, customers will be able to discover and learn about the brand’s iconic products, including Better Than Sex Mascara, the #1 Prestige Mascara in the U.S.,* the Born This Way complexion range, and the cult favorite lip gloss and lipstick assortments that have rendered Too Faced the #1 Lip Plumping Brand in the U.S.**

To amplify this launch, Too Faced has collaborated with lifestyle content creator Darcy McQueeny as its official Ambassador for its Amazon storefront. In addition to posting her favorite Too Faced products in her Amazon storefront, Darcy will be hosting other influencers at the Too Faced headquarters this June, for an immersion into the world of Too Faced, product education and tutorials, and to learn about the brand’s newest launches. Darcy will also post on her social channels about Too Faced favorites from the Amazon Premium Beauty store throughout the collaboration.

“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.”

Amazon customers will be able to discover, shop, and experience a wide selection of Too Faced best-selling and viral makeup products. The Too Faced storefront will include, Better Than Sex Mascara in original and waterproof; Lip Injection Extreme and Lip Injection Maximum Plump lip glosses; the top-selling Born This Way Super Coverage Multi-Use Concealer; brand favorites such as the Born This Way Natural Nudes Eyeshadow Palette, Better Than Sex Foreplay Mascara Primer; the viral Cloud Crush Blush; and new launches like the Chocolate Soleil Melting Bronzing & Sculpting Stick and Kissing Jelly Lip Oil Gloss. Customers can start shopping now at Prime members enjoy fast, free shipping on every order.

Since 1998, Too Faced has taken the mystery out of makeup, with a playful approach to serious makeup that performs. The brand is PETA-certified and is dedicated to cruelty-free beauty. Follow @toofaced and @amazon on social and shop the Too Faced Amazon Premium Beauty store at


Too Faced is a serious makeup brand that knows how to have fun. We believe makeup is power, giving people the freedom to express themselves and the confidence to take over the world. With an exuberant approach to everything we do, we use the finest cutting-edge ingredients to create innovative, cruelty-free cosmetics that people love to wear. Create your own looks, find what you love and OWN YOUR PRETTY. Find us on TikTok @toofaced and Instagram @toofaced.


The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The company’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, and the DECIEM family of brands, including The Ordinary and NIOD.

*Source: Circana/U.S. Prestige Beauty Total Measured Market, Makeup Product Sales, 12 months ended March 2024

**Source: Circana/U.S. Prestige Beauty Total Measured Market, Makeup Sales, 12 months ended March 2024




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