Too Faced Signs With Private Equity Firm

Prestige marketer Too Faced Cosmetics, big at stores like Sephora and Ulta, is entering the first quarter of 2012 with a new investment partner, Weston Presidio.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, said the company.

“We never considered bringing on a partner until recently,” Blandino said. “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 US 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.”

Too Faced’s Spring 2012 collection is based on “Natural Beauty.” Products include a beauty balm (read more about this trend in an upcoming article on Happi.com), neutral eyeshadow and lip colors and more.

More info: www.toofaced.com