Beauty brand Too Faced now available on Amazon's exclusive luxury beauty collection
Too Faced Cosmetics has stepped into the spotlight on the Amazon Premium Beauty store, according to a recent announcement. This move follows Clinique, another Esteé Lauder beauty brand, which made its debut on Amazon back in March.
To celebrate this launch, Too Faced has teamed up with lifestyle content creator Darcy McQueeny, who will serve as their official ambassador. McQueeny will host a series of influencers at the brand headquarters this month, educating them about everything Too Faced. She'll also share her insights across her social media platforms and her own Amazon storefront.
Longtime Too Faced devotees will find a selection of iconic products, such as the Better Than Sex mascara, primer, lip injections, glosses, multi-use concealer, eyeshadow, blush, and new offerings like a bronzing and sculpting stick. The brand's mascara claimed the top spot among prestige mascaras in the U.S. in March, according to the release.
This shift towards incorporating prestige brands onto Amazon's marketplace is part of an overarching strategy by The Esteé Lauder Companies, announced earlier this year with the launch of Clinique. Tara Simon, global brand president of Too Faced, stated, "We will reach new, highly-engaged beauty consumers while also catering to our current Too Faced fans who shop on Amazon."
According to a report by Morgan Stanley, Amazon is expected to surpass Walmart as the leading beauty retailer by 2025, boasting 14.5% of the market share compared to Walmart's 13%. In addition, Amazon active users exceed 300 million daily[1].
As companies worldwide strive to connect with new and existing customers, various beauty brands have expanded their retail presence on Amazon. Brands such as Luxury-launched Function of Beauty, DTC skin care brand Curology, and Kiehl's have all joined the marketplace in recent months. In addition, big-name brands like Dolce and Gabbana, The Outset by Scarlett Johansson, Youth to the People, Keys Soulcare, Urban Decay, Ralph Lauren, Shiseido, and Lancôme have also made their way onto Amazon[3].
Two sustainable footwear companies, Rothy's and Allbirds, also established a presence on Amazon in 2023[4]. The Esteé Lauder Companies, with brands like Too Faced and Clinique, join this growing list of prestige and beauty brands seeking to captivate customers on the popular platform.
- AI-powered lifestyle content creator Darcy McQueeny has partnered with Too Faced Cosmetics, serving as their official ambassador to educate influencers about the brand.
- McQueeny will host a series of events at the brand headquarters this month, sharing her insights across her social media platforms and her own Amazon storefront.
- Prestige beauty brand Too Faced has launched on the Amazon Premium Beauty store, joining other Esteé Lauder brands like Clinique.
- With this move,Too Faced aims to reach new, highly-engaged beauty consumers while also catering to their current fans on Amazon.
- According to a report by Morgan Stanley, Amazon is expected to overtake Walmart as the leading beauty retailer by 2025.
- Various fashion-and-beauty brands, including luxury brands like Ralph Lauren and Urban Decay, have expanded their retail presence on Amazon in recent months, seeking to captivate customers on the popular platform.
