What started as an eccentric home-grown makeup line, exploded into a top-selling cosmetics brand sold internationally. It was labor of love and a wild ride.


The beauty industry, with its challenging four-season release schedule, demands large doses of creativity and originality. As a branding partner, Album played a key role in Too Faced’s creative process.  We designed over 200 unique product packages and numerous in-store displays, promotional posters, email blasts, magazine ads and more. To meet unique accounting and distribution demands, we designed and built the toofaced.com website, with a fully custom ecommerce engine and vendor-direct backend (before the days of Shopify). Seasonal promotions, integrated email campaigns, and fresh quarterly updates regularly followed.


When Album teamed up with Too Faced, annual sales were close to $2 million. In 5 short years, we helped transform this beauty-obsessed brand into a blossoming $80 million+ cosmetics empire. We don’t take all the credit for it, but we guarantee the image-driven cosmetic industry hinges heavily on successful branding.  The key to success was creativity and consistency.  Years later, Too Faced was acquired by Estée Lauder for approximately $1.45 billion — the company’s largest brand acquisition ever.

Too Faced brand partner growth chart 2002 to 2007
Katharine Mcphee holding Too Faced product