Too Faced Logo PNG
The Too Faced logo is delicate, elegant, and calligraphic. The symbols exude harmony and beauty, which align entirely with the brand’s direction. The brand’s products help to reveal and emphasize the beauty in every woman.
Too Faced: Brand overview
Too Faced was founded in Los Angeles in 1998 by makeup artist Jerrod Blandino and his business partner Jeremy Johnson. They started the company with personal savings, without bank loans or outside investors, and spent the early budget on product development and packaging. At a time when many cosmetics brands used restrained visuals, Too Faced built its identity around pink tones, hearts, playful text, and a deliberately glamorous mood.
One of the early successes was Shadow Insurance. This eyeshadow primer solved a common makeup problem by helping color stay in place without creasing or fading. The brand reached customers through Sephora and Nordstrom, two major retail channels for independent beauty labels in the United States. It later expanded into the UK, Canada, and European markets.
In the early 2000s, Too Faced developed alongside other prestige makeup brands such as Urban Decay and NARS. Urban Decay used a darker, rock-inspired image, while NARS leaned into artistic presentation and provocative product names. Too Faced occupied a different lane, built around a bright, feminine, and playful beauty style.
A major hit came in 2014 with Better Than Sex mascara, which gained fast attention through social media and became one of the top-selling mascaras in the United States. Around the same time, the Chocolate Bar eyeshadow palette, known for its chocolate scent, gained widespread popularity among beauty bloggers. In 2016, Estée Lauder Companies acquired Too Faced for about $1.45 billion, one of the largest deals in color cosmetics at the time.
Meaning and History
The brand’s logo has remained constant and unchanged over the last 25 years. The emblem conveys the main qualities of cosmetics: decorativeness, ease of application, and brightness. The handwriting style encodes information about each person’s uniqueness and the special individuality of its creators, who put their souls into every product. The symbol transmits the brand’s main message: discover your facets and be yourself.
What is Too Faced?
A cosmetic brand that brought playfulness and bright shades to the world of makeup. It is famous for its unusual eyeshadow palettes and passion for experimentation. Under the brand, bestsellers such as Better Than Sex, Shadow Insurance, Chocolate Bar, and Sweet Peach are released.
1998 – today
The brand’s logo features the name in cursive. The couple imbued deep meaning into the company’s name.
Initially, the main goal was to create highly distinctive, highly visible cosmetics that would stand out from the others. Experimentation and original development were at the core of creativity. Therefore, the brand’s name signifies expression, superiority, and exaggeration to show that the cosmetics are too good. And the face looks very attractive after using it.
The name touches on the theme of duplicity but without a negative connotation. The brand offers a variety of products to create different looks, allowing a woman to express all facets of her personality.
The brand’s name also has its history. Jerrod Blandino worked as a consultant at a cosmetics store and was passionate about mixing different cosmetics to create new shades and textures. Female customers liked his creativity. They approached him specifically to get a unique option.
Upon learning about this practice, the store owners forbade Jerrod from “ruining their cosmetics.” This outraged Blandino’s customers. Scandals arose. Jerrod Blandino affectionately called these scandalous customers Too Faced. In the end, they contributed to the realization that it was time to create their brand. A reminder of how it all began is also embedded in the brand’s logo.
Font and Colors
The emblem is written in black as if done with eyeliner. The shade perfectly highlights the main features while diverting attention from secondary details. It hints at brushes, mascara, eyeliner, and other components used to create a look.
The font is similar to Ballantine’s Serial Heavy but does not have an exact match. The writing style is harmonious and pleasant, with smooth, beautiful swirls and loops. It demonstrates that the brand’s cosmetics apply well, have a pleasant texture, and leave the face looking transformed after use.
The cursive writing was chosen because each person’s handwriting is individual, and the brand’s mission is to emphasize a woman’s personality. The technique also hints at the unique history of product creation. All developments were inspired by specific events or people, giving the product lines a distinctive “face.” Moreover, their foundation included unusual combinations such as fragrant, glittery eyeshadows and liquid glosses.