THE RISE & FALL OF TOO FACED

The rise & fall of Too Faced Cosmetics!

~ S U B S C R I B E ~

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WHAT I’M WEARING:

Eyes: Essence Ariel Palette + ELF Mint Melt Palette
Lips: Persona Shortcake
Earrings: Ana Luisa
Nails: KL Polish Ace

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FAQ:

What is your skin type? Normal to dry
What editing software do you use? Wondershare Filmora
How old are you? 27

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[charlesalwyn]

Este Lauder is poison for all companies they purchase. They make everything boring. MAC, Becca, and Too Faced all went down the drain.

[cherrieswirlz]

I think Too Faced discontinuing some staple and well-known products like the chocolate bar palettes and the peachy mattes collections definitely contributed to a loss of interest. They also repackaged some things and for me personally, the new packaging drives me away from the product. (I really wanted the bronzer in the original embellished antique-looking packaging but the newer packaging just isn’t appealing.) I’d love to repurchase a chocolate bar palette but I can’t, so there’s little that makes me want to buy from them. New launches have become uninteresting because it all feels like they’ve done it before, just repackaged.

[AngelissimaASMR]

My Unpopular Opinion: With so many makeup brands trending towards "cool girl" I find Too Faced to be refreshing actually. It's obvious and flirtatious. I don't love the crazy sexualized names (same with Nars) but I do love the hyper girly packaging. I had some of their glittery eyeshadows around 2006 and I'm not sure if it was Too Faced, Urban Decay or Hard Candy who had the first glitter shadows but my guess would be UD. I remember their dry, chunky glitter shadows that just seemed so amazing at the time even though the glitter never stayed on your eyes for more than 10 mins! I do wish they wouldn't keep recycling the food themed stuff. I miss the old smokey-bombshell-girly makeup they used to have

[teresasunny]

it's honestly so interesting to learn the story behind these big brands! Please don't stop

[berlineczka]

One of the things that are also contributing to this confusing branding of Too Faced is them regularly discontinuing bestsellers. I am still angry at them for discontinuing the Peach Perfect foundation. It was my holy grail, I went through numerous bottles. It is still the only one that holds under mask on my oily skin. Once I run out of my current one, it's gone and I will be missing it. The new Born This Way Matte is fine, but it doesn't hold the candle to Peach Perfect, and I will not repurchase it. I get it that they wanted to close the peach collection. But just close the collection, but keep the foundation - remove the peach scent, give it a new bottle and call it Born This Way Longlasting or something.

[rayebeauty]

I think Too Faced used to be somewhat of a trend setter brand with the food themed products, the scented products, and the hourglass shaped mascara wands. They were the brand that made those things trendy and at the time they were the IT brand to have. But these days, they're definitely not a trend setter brand.

[katrinbartas]

I love your deep dive series. There’s so much makeup content that it can feel boring and repetitive to watch, but this is refreshing and makes me feel like I’m learning something to! Thank you for starting this!

[SarahMcNabb]

Hi this series is super interesting! Could you do one on Benefit?

[sierrabeauty]

It’s so crazy hearing the years these products were released. 2014 seems so long ago but when I remember them launching it, it feels maybe 4-5 years ago lol.

[Shandryl]

I don’t know, I think Benefit was the first to use cutesy and fun packaging. They were doing that before Too Faced was a thing. I remember looking at their catalogs (yes catalogs) back in the mid 90s.

[okxbrdf]

I didn't have money to buy Too faced when it was popular, so now when I can afford it, I tend to buy it. The quality is the same as similarly priced brands. It smells nice. And I actually like the names. And it's cruelty free.

[kellybrookhart]

First, I really like your "Rise & Fall" series. I am learning a lot! You mentioned "indie brands" in this video, and that made me think that it would be cool if you could do a series on less-known makeup brands that have fabulous product launches. :)

[ElinevanderLaan]

Loooove this series, so interesting and different from other beauty content!

[tdsollog]

I agree. I think it’s quite interesting that UD and TF started around the same time, with opposing philosophies and are now owned by the same company. I used to buy from both of them, but not anymore. UD lost its edge. TF got problematic (the “rich lives matter” cake) and stayed that way. Cringy and boring.
The BTS name, and the other cringy names are tired.
They also did Nikkie Tutorials dirty.

[kateliness]

Too Faced was a cruelty free staple for me for a long time. After some of the scandals, I buy them much less often. They had great base and cheek products for me. Miss those Love Flush blushes! The packaging drew me in, but that formula was also quality. 👌

[inesalmeidabraz]

I loooove this series so much !!!
Makeup industry is saturated at the moment and some brands dont stand out like they used to. And we are also seeing beauty gurus that go for minimal collections and their take on new launches is like 'yeah, this was cool 5 years ago so i wont buy it'. I still love makeup, but i also tend to not buy everything new that i like, because theres so many launches and it seems like they are not well curated, makeup brands seems to come up with new products just for the money and not for the beauty in makeup.

[Safaura]

I'd like to see one of these for MAC. They've kinda stabilized but they had a huge peak and huge fall too

[kpaggie]

NO ONE talks about the QUICKIE CHRONICLES palettes when they talk about Too Faced history! These palettes were sold at Sephora in the 2000s and were so original, creative, and different from anything sold at the time. I haven't seen anything like them since, but no one seems to remember them! Each palette was packaged to look like a vintage romance novel, had a copy of a different vintage novel illustration and woman on the front cover, had a different name based on the woman on the cover, opened like a book, and had different lip, cheek, and eye colors inside inspired by the cover girl or that the cover girl might wear. Too Faced released numerous variations but a few examples were “The Cupcake, ” “The Beach Bunny, ” “The Man Eater, ” “The Party Girl, ” and “The Glamour Girl.”

[ahsu]

I feel all these brands should focus on improving formulas (even new formulas for old launches), consumers now adays are looking for not necessary new token hype products but good quality ones.

[ChicSabrina]

I can't believe the better than sex mascara is nearly 10 years old. I remember when it was first released and it only feels like 5 years, so it's wild they're almost at 10 years old!