Too Faced Cosmetics to go Global – Ratti Report Too Faced Cosmetics to go Global

Too Faced Cosmetics to go Global

Steve’s breakdown: This is acquisition is completely about the new owners pumping this brand up so get in there a ride the wave.

IRVINE, CA & NEW YORK, NY: Beauty brand Too Faced Cosmetics has announced that General Atlantic will acquire a majority stake in the company from Weston Presidio.

“We are so grateful to our loyal Too Faced customers who have fueled our growth from a small indie brand to a fixture within the beauty industry. To continue our growth trajectory, we were seeking a global thought leader experienced in partnering with founder-led, high growth companies, and the team at General Atlantic was a natural fit.  Their experience will help us accelerate our expansion as we invite even more women around the world to ‘own their pretty,’” stated Jeremy Johnson, co-founder and CEO of Too Faced.

Jerrod Blandino and Jeremy Johnson were both working behind cosmetics counters at major department stores when they created Too Faced in 1998.

“We always dreamed that Too Faced would grow into the global brand and industry leader that it is today. After 17 years, we feel blessed to still be passionate about what we do and have fun doing it,” Jerrod Blandino, co-founder and chief creative officer, added. “We have so much admiration and respect for our “Too Faced Girl” and with General Atlantic’s partnership, we’re excited to continue making high quality makeup that she loves to wear.”

In conjunction with General Atlantic’s investment, beauty industry veteran Ken Stevens will join as Too Faced’s chairman, bringing a wealth of experience as former chairman of Ulta Beauty, former CEO of philosophy, and former president of Bath & Body Works. Andrew Crawford and Andrew Ferrer, both senior leaders on General Atlantic’s Global Retail and Consumer sector team, will also join the board of directors.

The Too Faced founders and senior management team will retain significant ownership in the company.


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