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Estee Lauder Acquires Too Faced in $1.45 Billion Deal by Jinra Ilustrisimo on Nov 15, 2016

The Wall Street Journal recently reported that Estee Lauder agreed to acquire Too Faced in a deal worth $1.45 billion. This is a unique move for Estee Lauder in that Too Faced isn't a brand that you'll find at department store beauty counters but at self-serve retail stores like Sephora and Ulta. The WSJ article also points out that Too Faced isn't a brand that buys ads in magazines or TV. Its growth has been primarily fueled by social media. So, what does it mean for us?

It hopefully means that they won't sell out of limited edition items (*cough* peach palette *cough*) at back-breaking speeds. And that the needs of the Too Faced-buying public are faster met. This deal is also indicative of how powerful social media is on influencing our beauty buying decisions.

What do you think of this deal? Are there any beauty brands on social media we need to be talking about?

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1 point
Nov 17, 2016
I mean...Too Face is ok. That's a lot.
JinraIlustrisimo Flauntme Staff
1 point
Nov 17, 2016
It is indeed, I'm curious to see how that shapes the brand in the months go come!