Launched in 1998 by beauty visionaries Jerrod Blandino and Jeremy Johnson (who began their careers at the Estée Lauder counter!), Too Faced offers an unabashedly empowering line of beauty products. Beloved for its high-quality, innovative formulas, irreverent product names and distinctive packaging, Too Faced creates an authentic connection with consumers and has developed a strong following among millennials. In 2016, Too Faced introduced its Sweet Peach Eye Shadow Palette, featuring 18 shades infused with the antioxidant-rich essence of peach. On the evening of its launch, over 40,000 consumers logged onto TooFaced.com, leading to one of the most successful eyeshadow palette launches ever, with 1.5 orders per second.
In June 2017, we made a minority investment in DECIEM, a fast-growing, vertically integrated multi-brand company, driven by a consumer-centric focus. Founded in 2013 in Toronto, Ontario, DECIEM’s innovative multi-brand strategy is propelled by its own laboratory, manufacturing, e-commerce sites, retail stores and marketing infrastructure, which enable the company to rapidly identify opportunities, and create and incubate new brands. The company has launched ten brands to date, including international cult favorite The Ordinary.
We are continuing to support the growth of our other recently acquired brands, GLAMGLOW, Editions de Parfums Frédéric Malle, By Kilian and Le Labo. In October 2016, GLAMGLOW re-launched in the United Kingdom with a fun pop-up store concept. In March 2017, Editions de Parfums Frédéric Malle launched Superstitious, a new fragrance in collaboration with acclaimed fashion designer Alber Elbaz. In April 2017, By Kilian launched Black Phantom, the brand’s seventh collection with positive results. Finally, this fiscal year, Le Labo re-launched its e-commerce site with enhanced navigation and functionality bringing its engaging in-store experience online.