Too Faced Brand Overview and History
Founded in 1998 by makeup artist Jerrod Blandino and his partner Jeremy Fisher, Too Faced burst onto the scene with a mission to make makeup fun, fearless, and fiercely effective. Starting from a small kitchen in Southern California, the brand quickly gained cult status for its innovative products like the iconic Chocolate Bar palette and Melted lipsticks, blending high-fashion appeal with whimsical packaging inspired by candy and confections. In 2016, Estée Lauder Companies acquired Too Faced, propelling it to global fame while preserving its playful spirit.
Today, Too Faced is synonymous with clean beauty innovation, cruelty-free formulas, and skin-first technology. Their foundations, particularly the Born This Way line, embody this ethos—infused with hyaluronic acid, coconut water, and alpine rose for hydration and longevity. With a focus on inclusivity, shades cater to diverse undertones, making it a go-to for beauty enthusiasts worldwide. Our reviews highlight why these products earn consistent 4.5/5 ratings for performance and pleasure in application.
Key Product Categories and Features
Too Faced shines in the Beauty & Personal Care > Makeup > Face > Foundation category, with standout products from the Born This Way collection designed for modern lifestyles.
- Born This Way Natural Finish Longwear Liquid Foundation: Medium-to-full coverage that's hydrating yet oil-free. This 4.5/5 star hero smooths skin with a natural finish, lasting up to 24 hours. Key features include breathable formula, 40+ shades, and skincare benefits like niacinamide for a radiant glow.
- Born This Way Soft Matte Foundation: 1 fl oz waterproof wonder with blurring powders for a soft-focus effect. Rated 4.5/5, it controls oil all day while hydrating, ideal for combination or oily skin. Features all-day wear, matte yet non-drying finish, and smoothing peptides.
These foundations prioritize clean ingredients—free from parabens, sulfates, and phthalates—while delivering pro-level results. Perfect for beginners and pros alike, they blend seamlessly with primers and setting sprays from the brand.
Why Choose Too Faced Foundations?
Choosing Too Faced means investing in makeup that performs like a dream without compromising on fun or skin health. Unlike traditional heavy foundations, Born This Way options feel weightless, offering buildable coverage that adapts to your day—from office to evening out. Users rave about the non-comedogenic formulas that prevent breakouts, even on sensitive skin. With high ratings across reviews, these products outperform competitors in longevity tests, resisting sweat, humidity, and touch-ups.
For affiliate shoppers, Too Faced delivers value: luxurious 1 fl oz sizes last months, and frequent promotions make them accessible. They're vegan, gluten-free, and dermatologist-tested, aligning with conscious beauty trends. Whether you crave a dewy natural look or a velvety matte, Too Faced ensures your canvas stays flawless, boosting confidence with every application. Join thousands who've made the switch—your perfect foundation awaits.
FAQ
What makes Too Faced Born This Way foundations special?
They combine longwear performance with hydrating, skincare-infused ingredients like hyaluronic acid and niacinamide, offering medium-to-full coverage that's oil-free and breathable for up to 24 hours.
Are Too Faced foundations suitable for oily skin?
Yes, the Soft Matte version provides all-day oil control, waterproofing, and blurring effects, earning 4.5/5 ratings from oily skin users for its non-shiny, smooth finish.
How many shades does Too Faced offer?
Born This Way lines boast 40+ inclusive shades across undertones, ensuring a precise match for diverse skin tones.
Is Too Faced foundation cruelty-free?
Absolutely—Too Faced is 100% cruelty-free, vegan, and free from harmful chemicals, prioritizing ethical beauty.
What's the best way to apply Too Faced foundation?
Use a damp beauty sponge or brush for seamless blending. Pair with Born This Way primer for extended wear and a flawless base.
