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Today is a pretty big day in the make up world.
One of the biggest and most influential cruelty free make up brands, Too Faced, has been sold for an astonishing $1.4bn to one of the biggest animal testing companies, Estée Lauder.
To most of the world, this is a good thing. This will probably mean that more cities in the UK will have Too Faced counters in their shops like Debenhams and possibly even Boots. Whereas, to a large amount of Too Faced fans, this is devastating news. This will mean that people who are 100% cruelty free will now refuse to buy products from this company and as heart breaking as it is to say, I will be joining them and no longer purchasing cosmetics from Too Faced.
If you read my blog post on animal cruelty, Is Beauty Really Worth the Pain? you may think that I am a hypocrite. I state in that blog post that I own Urban Decay products and items from NYX, two cruelty free companies that are owned by L'Oreal. I still do. I own a Naked 3 palette, the Naked on the Run palette and the Primer Potion from Urban Decay and I sold the majority of my NYX make up but I do still own a Liquid Suede lipstick. So yes, I may be some what of a hypocrite for owning these items when their parent company tests on animals and I'm against that. In fairness, I bought my NYX make up when they still had their leaping bunny logo, which I don't think they will have much longer if they haven't already lost it and the Urban Decay items were gifts.
My issue with Too Faced is that I, as well as most of their loyal buyers, feel disappointed and misled. Too Faced was that one company that everyone know for being cruelty free. They were proud that they were cruelty free, branded it on their make up items and used it when promoting their company. I even blew their trumpet for them when I became cruelty free myself and recommended their products to anybody who would listen. I feel like anybody who was cruelty free, went to Too Faced because they felt like they were a company they could trust, a company that held morals to a higher standard than money. Now, they've tarnished their image and lost a whole load of customers in the space of a day and all for $1.4bn.
This wasn't a necessity. Too Faced make around $150 million a year, their profit margins aren't dropping and they're not losing popularity. Too Faced didn't need Estée Lauder to dig it out of a hole and make it relevant again. If anything, I think Too Faced was as it's peak in popularity. My local Debenhams has just recently started selling their products in our store in oppose to only being able to buy online. They don't do that because they feel like it, they do this because of customer demand. What annoys me the most is that all the people out there who are unaware of the seriousness of animal testing and the implications of buying these products whilst Too Faced are owned by Estée Lauder, will start buying the products if they do become more available and this will probably out weigh the amount of people who stop purchasing the cosmetics, therefore Estée Lauder will know no different.
I really can't believe that Too Faced have sold themselves to the company that owns such horrific labels like MAC Cosmetics, Bobbi Brown, Smashbox and Clinique. I really thought they were proud to be cruelty free and proud to have customers who believed in what they worked so hard for.
I could talk about this issue all day and night and this could end up being an extemely long post, but I think I've said all I'd like to say on this matter. I'm disappointed that a company I loved so much could stab their loyal customers in the back like that. I think it's fair to say that Too Faced have well and truly lived up to their name.
As much as it breaks my heart to say this.. Too Faced gets a..
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