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But mascara is also the absolute hardest product to create in cosmetics. It’s the number one best-selling mascara in the country. What is your favorite Too Faced product? Obviously I have a few but my absolute favorite is our Better Than Sex Mascara. It’s really about incorporating a story within that sensorial element. Scents are sexy and indulgent and fun and inspiring.
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It was just another way of incorporating wonderful ingredients but taking it to that next level and giving it an extra push and also incorporating the scents that we love. It’s a sensorial, emotional business we’re in. Also, when I was behind the counter, I thought it was so funny that women would always first look at a color, whether it be a lipstick or a shadow or even a brush, and then they would smell it. How did that come about? It really came from being a kid and I remember when I worked really, really hard I’d get a scratch-n-sniff sticker and how much that thrilled me. Too Faced Pure Gold Loose Glitter, $17, Courtesy of Too FacedĪ lot of your makeup plays with themes of food, like the Peaches and Cream collection. I really try to do it differently and do it my own way by letting my heart and my mind get all mixed up together and then I throw some dreams in and we come up with ideas. I don’t shop the competition I don’t look at other brands. The last place I’m inspired is in a makeup store. Where do you get inspiration from for your products? I get it absolutely everywhere, from the girls in my office around me to magazines to architecture to restaurants to fabric to adventures that I take. And rest assured they’re going to look just as great at night when they take that off as they did in the morning when they put it on. It really is about giving them the confidence to try new things and to take on that new look, and also giving them the products and the formulas that are going to service them and that they can rely on. There’s nothing worse than feeling trepidatious about trying a new look or walking out your door if perhaps you didn’t do it right and you don’t want to be judged. Because once they have the confidence, they’ll go out there and wear it and feel great.
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I learned that women just need a best friend, they want somebody who is going to root for them and make them want to look their best, not compete, and teach them the fundamentals of how to do it right. Very simple fundamental step one, two, three to get from zero to hero. We were the very first brand to put how to's in our makeup. We’ll teach you how to create the perfect natural eye or the perfect glitter look or even how to do sculpting and contouring with our glamour guide. That women really do want to try new things, they’re just afraid of complication or making mistakes, so we take the mystery out of makeup from day one.
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What did you learn from working at an Estée Lauder counter that you poured into your own brand? First and foremost that quality is everything. Too Faced Chocolate Gold Eye Shadow Palette, $49, Courtesy of Too Faced It’s beyond vanity-it’s taking your look and glamour to those extra levels. We’d be like, be careful, this one is too faced. Where did you get the name from? ‘Too faced’ was a term that we coined working behind the counter for our clients and customers who would come in and completely melt down if god forbid you were out of their must-have lipstick or foundation shade. It was just about breaking the rules and having fun and getting to where you wanted to go in the most fabulous way we could get you there. We actually created the very first glitter eyeshadow ever and we did the first efficacious lip plumper ever with Lip Injection. I wanted to create new textures and colors. I wanted to bring the joy back to the process of getting yourself glammed up. And I saw it as just kind of a big box of creative, fun crayons that women get to doll themselves up in every day. I was an artist and going to art school and I noticed very quickly that for women purchasing makeup, it could be a very intimidating, very regimented scary kind of experience for them. Why did you decide to launch Too Faced? Back in the mid 90s I was working behind the counter for Estée Lauder at Saks Fifth Avenue and I had kind of fallen into that job.