Too Faced is PETA-certified for its cruelty-free beauty products. Credit: Amazon / Too Faced.

Makeup brand Too Faced has announced its debut in the US Amazon Premium Beauty store, an exclusive programme that allows a curation of brands to sell their products on the platform.

Amazon customers now have access to the brand’s viral makeup products in combination with the platform’s speedy delivery services.

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Alongside the launch, Too Faced is hosting an influencer event at its headquarters in California in June 2024 for product education and tutorials.

Too Faced global brand president Tara Simon commented: “We approach anything we do with a consumer-first mindset, and launching Too Faced in the US Amazon Premium Beauty store is a natural fit with that strategy.

“We will reach new, highly engaged beauty consumers who will be introduced to Too Faced hero products. We look forward to providing our consumers with product education, shoppable recommendations and convenient delivery to doorsteps.”

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According to consumer market research company Circana, Too Faced’s “Better Than Sex” mascara is currently the top mascara product in the US in sales volumes.

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GlobalData has singled out the brand’s Sweet Peach eyeshadow palette product as another success, due to its limited edition sales strategy and hybrid ingredients.

Founded in 1988, Too Faced is PETA [People for the Ethical Treatment of Animals]-certified for its cruelty-free beauty products. It is now owned by The Estée Lauder Companies (ELC), which recently acquired the DECIEM Beauty Group.

Other beauty brands owned by ELC include Bobbi Brown, Clinique, La Mer and Tom Ford.