{"id":18451,"date":"2016-11-15T10:28:30","date_gmt":"2016-11-15T10:28:30","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=18451"},"modified":"2019-01-23T10:54:06","modified_gmt":"2019-01-23T10:54:06","slug":"estee-lauder-acquire-faced-makeup-brand-1-45-billion","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/estee-lauder-acquire-faced-makeup-brand-1-45-billion\/","title":{"rendered":"Est\u00e9e Lauder to acquire Too Faced makeup brand for $1.45 Billion"},"content":{"rendered":"

The acquisition of the millennial-focused cosmetics brand represents Est\u00e9e\u00a0Lauder’s biggest deal yet.<\/p>\n

Cosmetics maker Est\u00e9e Lauder Companies, Inc agreed to buy makeup brand Too Faced for about $1.45 billion in its biggest-ever deal, adding products such as Better than Sex mascara and Melted Matte lipsticks that are popular among millennials.<\/p>\n

Cosmetics maker Est\u00e9e Lauder Companies, Inc agreed to buy makeup brand Too Faced for about $1.45 billion in its biggest-ever deal, adding products such as Better than Sex mascara and Melted Matte lipsticks that are popular among millennials.<\/p>\n

\"standard_time_too_faced_cosmetics_1407961053\"

Founded in 1998, Too Faced is one of the many growth-oriented brands that have sprung up to cash in on the struggles of some older rivals to capture the interest of millennial shoppers.<\/p>\n

California-based Too Faced is expected to have sales of more than $270 million in 2016, representing a growth of more than 70 percent for the year, Est\u00e9e Lauder said on Monday.<\/p>\n

Too Faced, whose co-founders Jerrod Blandino and Jeremy Johnson started their careers behind the counters of the Est\u00e9e Lauder brand, also sells its products at retailers such as Sephora, Debenhams and Macy’s Inc.<\/p>\n

Est\u00e9e Lauder, which is buying Too Faced from private equity firm General Atlantic LLC, said it expected the deal to close in December. Last month, ELC also closed a deal to buy Becca Cosmetics (see story<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"

The acquisition of the millennial-focused cosmetics brand represents Est\u00e9e\u00a0Lauder’s biggest deal yet.<\/p>\n","protected":false},"author":3,"featured_media":18453,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[7082,2597,1,7084],"tags":[45,44,162,85,3463,3464],"class_list":["post-18451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty","category-best-selling-brands-in-duty-free","category-latest-news","category-makeup","tag-beauty","tag-cosmetics","tag-estee-lauder","tag-make-up","tag-too-faced","tag-too-faced-duty-free"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/18451","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=18451"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/18451\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/18453"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=18451"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=18451"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=18451"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}