Too Faced opens first global flagship store in London

California-based cult beauty brand Too Faced has opened its first ever bricks-and-mortar store in London, a year after it was acquired by Estée Lauder.


This is Too Faced's first global flagship store - Photo: Carnaby Street

Well known amongst make-up lovers for its Better Than Sex Mascara and Sweet Peach Eye Shadow Collection, the brand has launched a 585 sq ft flagship store in London’s Carnaby Street.

New and never-before-seen products are showcased alongside bestsellers and in-store exclusive in the space, which has been designed with bespoke décor elements such as chocolate and peach structures modelled after the brand’s scented collections, to recreate the Too Faced universe.  

The interior also features candy-coloured hues and a Union Jack-emblazoned wall, creating plenty of Instagram-worthy spots for consumers to share on social media.

Previously, Too Faced was available in the UK only via concessions in department stores Selfridges and Debenhams.

The store debut comes a year after Estée Lauder purchased Too Faced from founders Jerrod Blandino and Jeremy Johnson for around $1.4bn. Founded in 1998, the beauty brand has become hugely popular on social media in recent years, selling 6 Better Than Sex Mascaras every minute.

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