Is Too Faced Cruelty-Free and Vegan? (The Truth Revealed!)

Founded by Jerrod Blandino and Jeremy Johnson, over the years the cosmetics brand, Too Faced, has amassed a cult following of 13.1 million Instagram followers, with its innovative take on cosmetics heavily contributing to its success.

From eyeshadow palettes that smell like peaches to award-winning mascara, all bundled in fun, gimmicky packaging, there’s no denying the success they have had since their inception in 1998.

But for those who are new to the makeup world or are simply on the lookout for more cruelty-free brands to invest in: is Too Faced cruelty-free?

In this article, we cover whether Too Faced tests on animals, information on whether the brand is vegan-friendly, as well as who owns the company today, so you can get a better idea of the brand making waves in the beauty industry.

Let’s get into it.

DISCLOSURE: Luiere.com is reader supported so if you buy any products featured on this site I may earn an affiliate commission. As an Amazon Associate I earn from qualifying purchases. Read my full disclosure here.


Does Too Faced test on animals?

So, does Too Faced test on animals?

According to Peta, since 2001, Too Faced ‘remains committed to its cruelty-free founding principles under Estée Lauder’s ownership’.

As a result, Too Faced does not test on animals at any point, nor does it hire any third parties to test on animals on their behalf, making their approach to beauty a leading example and a big step in the right direction for the beauty industry.

As their company policy states, Too Faced are ‘dedicated to cruelty-free beauty’, subsequently making this brand an excellent cruelty-free alternative to buy all of your favorite makeup products entirely guilt-free!

It is worth noting that the term “cruelty-free” is unregulated, meaning there can be a bit of a grey area when it comes to researching cruelty-free brands.

This is because some companies claim to be cruelty-free without actually adhering to the cruelty-free standards in a bid to appeal to a wider market.

As a result, your best bet is to do your own research and make sure that a brand aligns with your beliefs on cruelty-free products.

If in doubt, you can always contact the brand directly to ask if they’re certified cruelty-free and always check for the bunny logo previously mentioned.

Is Too Faced PETA or Leaping Bunny Approved?

For a beauty product to be considered cruelty-free, no part of the product can be tested on animals at any point during production.

There are three organizations that currently certify whether a product is cruelty-free: PETA, Leaping Bunny, and Choose Cruelty-Free.

Each of these organizations takes pride in having this bunny logo, which you can easily locate on the side of their packaging, and is a sure sign that the product is cruelty-free.

The easiest way to find out whether a brand is cruelty-free, then, is to look for the bunny logo.

Is Too Faced vegan friendly? 

Too Faced has grown into an industry leader, creating innovative, game-changing and cruelty-free cosmetics that take a playful approach to beauty and can be enjoyed without the harming of any animals.

So, what’s not to love?

Not only is Too Faced cruelty-free, but many people don’t realize how many vegan products Too Faced produce, too.

It’s exciting to see their new releases because there are very often vegan-friendly options included in each new collection that they release.

Too Faced are vegan-friendly, with the caveat that not all of their products are.

If you’re vegan and looking for vegan-friendly makeup, Too Faced is proud to have a vegan-friendly products page entirely dedicated to just that.

As a result, it couldn’t be easier to locate and identify which products are vegan.

Is Too Faced Sold In China?

No, Too Faced products are not sold in China because in their own words "they love animals too much".

Who is Too Faced owned by? 

Too Faced Co-Founders, Jerrod Blandino and Jeremy Johnson, began their careers behind the makeup counters of the Estée Lauder brand.

While Jerrod worked at the Estée Lauder counter, Jeremy also spent time at Estée Lauder, alongside the brands Armani and Chanel.

Ready to shake up the all too serious beauty world, the married couple founded the light-hearted brand known for its tongue-in-cheek product names, such as its infamous Better Than Sex mascara that is nothing short of iconic.

Determined to bring the fun back to feminine beauty, the brand’s growth and success shows no sign of slowing down. 

So, who is Too Faced owned by? Back in 2016, The Estée Lauder Companies Inc. announced that it had signed an agreement to acquire the playful, feminine makeup brand, Too Faced.

Having worked behind the counters, it isn’t difficult to see how Blandino and Johnson’s close relationship with The Estée Lauder brand was born.

The Estée Lauder Companies Inc.’s acquisition of Too Faced has seen the company’s popularity grow exponentially, amassing a whopping 13.1 million Instagram followers.  

With their entirely cruelty-free brand and growing vegan-friendly releases, Too Faced sets itself apart as a company and is leading the beauty industry amongst others to ensure that we all make better choices when it comes to purchasing beauty products.

As the dedication of Too Faced shows, animal cruelty has no place in the beauty industry and is something we should all be trying to move away from.

To this day, then, Too Faced is owned by The Estée Lauder Companies Inc and states they will continue to boycott countries that require animal testing.

In summary  

To conclude, yes – Too Faced is cruelty-free and a lot of their products are also vegan friendly.

It is worth noting that this comes with a caveat that although all of the Too Faced products are cruelty-free, not all of them are vegan friendly, but there is a dedicated page to vegans suitable if you choose to live a vegan lifestyle.

The continued dedication to producing innovative products without harming animals shown from Too Faced should be commended.

If you’re looking for a product that ticks both the cruelty-free and vegan-friendly boxes, then be sure to check out their vegan-friendly products page and keep an eye out for new releases! 

Last update on 2021-06-22 / Affiliate links / Images from Amazon Product Advertising API