Too Faced Receives Investment
Too Faced Cosmetics, the playful, feminine beauty brand, is entering the first quarter of 2012 with a bang as the brand announces a new investment partner, Weston Presidio. Too Faced Cosmetics will continue to demystify artistry looks for its loyal following while cultivating a sense of empowerment, glamour and luxury. Too Faced is committed to offering the best quality cosmetics in the brand’s signature, playful style through the world’s premier retailers.
As one of the largest remaining independent brands, Too Faced founders Jerrod Blandino and Jeremy Johnson are elated at the upcoming prospects this partnership will create. “We never considered bringing on a partner until recently,” Blandino states. “We realized we had reached an elevated level of success but that there are an incredible number of growth opportunities still ahead. With availability in over 1,200 stores in the United States and 500 internationally, Too Faced has great opportunities to expand internationally, online and with our current retail partners. To take advantage of all of this we decided to lock arms with an experienced group that shares the same vision and passion for Too Faced. Weston Presidio was the perfect fit”.
“The combination of brand and creative strength, experienced and visionary management, along with stellar financial performance, all resonated with numerous parties,” said Brien Rowe, Founding Partner and Managing Director of the Sage Group, the investment bank representing Too Faced. “As advisor, we were very excited to guide the company to an ideal partner that could help the founders realize the untapped potential for the Too Faced brand.”
Weston Presidio, with offices in San Francisco and Boston, has an impressive track record of making smart investments and providing brands with strategic guidance and support. Jeff Mills, Partner at Weston Presidio, comments, "Our firm has invested in some of America's leading high growth consumer brands such as Fender, JetBlue and Jimmy John's. Too Faced embodies what we look for in these "cult" brands: an extremely loyal consumer following, a high quality product and a differentiated, emotionally connected brand. We look forward to helping Too Faced build upon its impressive momentum."
"Strong, highly engaged management is the most important investment criteria for our firm, and Jerrod, Jeremy, President Lynda Berkowitz, CFO Eric Hohl and the entire Too Faced team have shown an incredible ability to extend the brand and deepen their relationship with premier retailers and consumers,” added Sean Honey, Managing Partner at Weston Presidio. “They have an incredible opportunity ahead and we are excited to be their partners."
This positive partnership punctuates another record year for Too Faced. Berkowitz confirms, “Partnering with Weston Presidio affords us the opportunity to deepen our commitment to our retailers, further invest in our team and continue to strengthen and broaden our product lineup. We are all excited about groundbreaking new products like our Beauty Balm skincare line and upcoming Better Than False Lashes. As we enter into a new era at Too Faced, we couldn’t be more excited about our future.”
About Too Faced
Too Faced Cosmetics is a brand that invites and encourages women to be the best version of themselves that they can possibly be. Since its inception in 1998, Too Faced Cosmetics has earned a reputation for its commitment to empowering real women with the luxury of having the best quality cosmetics offered with a stylish and playful flair that brings a sense of positivity to the world. The brand allows everyday women to achieve artistry looks with its educational, de-mystifying approach while still dominating fashion magazines, movies and television shows alike. With a growing roster of both wearable and trendsetting shades, high tech innovations like the highly anticipated Better than False Lashes™ and on-trend, beneficial skincare cosmetics such as the acclaimed Beauty Balm™, Too Faced resonates as an elegant, playful and increasingly sophisticated cosmetic brand. www.toofaced.com
The Sage Group acted as exclusive financial advisor to Too Faced.