Dive Brief:
- Too Faced Cosmetics has launched on the Amazon Premium Beauty store, per a news release.
- This marks the second Estée Lauder beauty brand to hop on the Amazon bandwagon this year, after Clinique brought its products to the marketplace in March.
- As part of the launch, Too Faced has partnered with lifestyle content creator Darcy McQueeny to be its official ambassador. She’ll host other influencers this month at brand headquarters to educate them on all things Too Faced while also posting across her social pages and on her own Amazon storefront.
Dive Insight:
Too Faced customers familiar with the brand will find such signature products as its Better Than Sex mascara and primer; lip injection, lip glosses; multi-use concealer, eyeshadow, blush, and new launches of a bronzing and sculpting stick. The brand’s mascara was rated as the number one prestige mascara in the U.S. by Circana in March, per the release.
The move to add prestige brands to the Amazon marketplace is part of a recent strategy by the Estée Lauder Companies that its president and CEO, Fabrizio Freda, announced earlier this year with the Clinique launch.
“We approach anything we do with a consumer first mindset and launching Too Faced in the U.S. Amazon Premium Beauty store is a natural fit with that strategy,” Tara Simon, global brand president of Too Faced said in a statement. “We will reach new, highly-engaged beauty consumers that will be introduced to iconic Too Faced hero products, and we will meet our current Too Faced fans in Amazon’s stores, a destination they are already shopping. We look forward to providing our consumers an immersive brand experience with engaging product education, shoppable recommendations and convenient delivery to doorsteps.”
According to a report by Morgan Stanley, Amazon will overtake Walmart as the country’s top beauty retailer by 2025 with 14.5% of market share to 13% for the latter, per Emarketer. Amazon active users exceed 300 million daily, per Yaguara.
Other beauty brands have expanded their retail presence on Amazon as companies seek out new and current customers where they shop. Among the brands now appearing on Amazon’s beauty marketplace are Function of Beauty, which added its exclusive Target and Sephora collections onto the site this month. In January, DTC skin care brand Curology expanded onto Amazon with its non-RX products. Skin care brand Kiehl’s joined the marketplace in May, offering sunscreen, facial creams and masks.
Other beauty brands recently added onto Amazon include Dolce and Gabbana, The Outset by Scarlett Johansson, Youth to the People, Keys Soulcare, Urban Decay, Ralph Lauren, Shiseido, and Lancôme, per an Amazon spokesperson.
Two established sustainable footwear companies, Rothy’s and Allbirds, also found a home on Amazon in 2023.
