Jerrod Blandino, co-founder of Too Faced Cosmetics and his husband, Jeremy Johnson are leaving the brand they founded in 1998 to “embark on new entrepreneurial projects and endeavors,” according to Estee Lauder. Too Faced was sold to Estee Lauder for 1.45 billion in 2016 and since that time both Jerrod and Jeremy have remained active with the brand. But like founders before them (Bobbi Brown, Jamie Kern Lima, Wende Zomnir, etc…) they stayed on for the customary five year period and are now quietly exiting as of July 1st, 2022.
Jerrod posted an Instagram video yesterday to say goodbye and wish his brand well. And Estee Lauder went ahead and announced that Tara Simon was promoted to the global brand president for Too Faced going forward.
Without a doubt I know we haven’t seen the last of Jerrod of Jeremy as many brand founders haven’t completely left the industry! For example, Wende Zomnir has since moved on from Urban Decay and launched a new brand called Caliray and more recently Bobbi Brown has launched Joans Road Beauty.
At 1.45 billion dollars, Too Faced was one of Estee Lauder’s biggest acquisitions and was purchased at a time when Too Faced was showing immense growth. Interestingly enough, the acquisition wasn’t a complete disaster if anything Too Faced improved after the purchase and product launches became more interesting. However, with Jerrod gone we might begin to see the decline of quality as Estee Lauder is legendary at destroying brands they purchase.
What do you think of Jerrod’s departure?
Do you think the quality of the brand will suffer going forward?