Too Faced
Author: Kaitlyn Short
Launched as a cosmetics company in 1998, Too Faced is known for pioneering fun cosmetics, such as adding glitter to eye shadow. With many of its products becoming best-sellers for over a decade, Too Faced provides mid-market pricing and a wide selection of cosmetics to customers.
While the company's products are priced higher than drug store cosmetic lines such as L’Oreal and Maybelline, Too Faced has prioritized being cruelty-free and is aligned more with higher-end retail brands such as Sephora and Ulta. Although more expensive products can also be found in the marketplace, Too Faced fills a gap between cost-effective brands and luxury.
The Good
- Products Not Tested on Animals
- Quality Products with Wide Selection and Availability
- Top Selling Products for More Than 10 Years
- Transparent with Customer Reviews Online
Products Not Tested on Animals
Products made by Too Faced are not tested on animals. Too Faced is one of the cosmetics brands that cares about being cruelty-free, which appeals to customers who shop according to their heart, not only the wallet.
Quality Products with Wide Selection and Availability
Customers will find a wide variety of cosmetics including eyeshadows, foundation, mascara, bronzers, and many others. The packaging is bright, fun, and engaging, and Too Faced has achieved a retail presence both online and in stores like Ulta, Sephora, and others. The instructions and design of the cosmetics are cheeky and modern, and will appeal to a certain personality and age demographic, particularly the young adult/teen segment.
Top Selling Products for More Than 10 Years
Too Faced has a historic winning record of creating products that customers love. For example, the company’s Better Than Sex Mascara, Born This Way Foundation, Chocolate Matte Bronzer, and Melted Lipsticks have been top sellers for more than 10 years. This is a solid product line.
Transparent with Customer Reviews Online
As is common in the cosmetics industry, Too Faced provides a level of transparency to customers by allowing product reviews directly on the company’s website. This means that customers can hold Too Faced accountable, and also champion various products that are loved.
The Bad
- Mid-to-High Price Range for the Value
- Customer Complaints Include Shipping Delays, Lack of Response, Damaged Items
- Comparable Products Can Be Found for Less
Mid-to-High Price Range for the Value
Too Faced products are typically in the mid to high price range. Eyeshadow palettes range from $20–$50, foundation is $40, and the best-selling mascara is $26. In comparison, drug store prices can range from $4–$12 for eyeshadow, $6–$15 for foundation, and $5–$15 for mascara. Higher-end brands can easily surpass Too Faced’s price range, but perhaps with marginally better quality.
Too Faced has a long history of producing reputable, best-selling products for customers keen on higher quality.
Customer Complaints Include Shipping Delays, Lack of Response, Damaged Items
Customers have expressed complaints about receiving damaged products, not receiving a full refund, and having trouble contacting customer service. There have also been repeated complaints of delays in shipping and lack of response from customer service. Alienating customers by failing to meet their needs in a timely manner, especially in the social media age where poor reviews can go viral, is an issue for any brand. This is an area where Too Faced could invest in improving.
Comparable Products Can Be Found for Less
Similar products can be found for a better price. For example, home-based beauty brand Seint can provide a full-face package for between $100–$200, whereas with Too Faced, foundation alone starts at $40. Too Faced is probably not for the ultra cost-conscious consumer, unless you simply want to invest in one or two higher quality items.
The Bottom Line
The budget-conscious customer may want to look elsewhere to brands like ELF, Wet N Wild, or Rimmel. However, for a customer who wants quality makeup from a company with a proven track history of best sellers and cruelty-free values, Too Faced will provide products you can love using in your beauty regimen.
