Jerrod Blandino, the co-founder of Too Faced, which brought back glamour and femininity to the beauty industry in 1998 after years of minimalism and solemnity, announced this past weekend on Instagram that the brand will release a pressed-powder version of the best-selling Born This Way Foundation.
Last year, the Too Faced's Born This Way Collection unveiled the Multi-Use Sculpting Concealer. Now, fans of the original liquid Born This Way Foundation, as well as those who favor powder foundations rather than liquid or cream formulas, can enjoy the Born This Way Powder Foundation, which promises creamy, buildable full-coverage.
The compact revealed by Blandino is gold like the brand's bronzers but with a glossy black lid. It also includes a pink foundation sponge. Like all Too Faced products, the new powder foundation will be cruelty-free. Given fan feedback so far, the Born This Way Powder Foundation is on its way to becoming another best-seller.
Too Faced, founded by Blandino and Jeremy Johnson, both of whom got their start at department store makeup counters, is currently sold on more than 50 countries. Blandino originally worked at the Estée Lauder counter and Johnson worked at Estée Lauder, Armani and Chanel. They learned by working one-on-one with women how makeup could have a transformative power.
When they decided to start their own company in California, the couple, who are now married, hoped to create a makeup line that would celebrate individuality, joy and empowerment. Today, Johnson is responsible for implementing new business strategies, while Blandino works to create innovative new products.
In 2016, they sold Too Faced to Estée Lauder for $1.45 billion, though the continue to hold a stake in the company and oversee the day to day operations. Recently, they announced a new collaboration with The Real Housewives of Beverly Hills veteran, Erika Girardi, aka Erika Jayne.
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The new line, reportedly called Pretty Mess will include the Explicit Highlighter in the shade Money Honey and the limited-edition Explicit Eyeshadow Palette. Both products are packaged in light pink boxes with warning labels that read "tear if you dare." The line will also feature a new lip product – Too Faced Lip Injection in Pain Killer, which is a shimmery fuchsia shade.
