Is Estée Lauder Companies planning to sell Dr. Jart+, Too Faced and Smashbox?

By Amanda May | Published: 8-Jan-2026
Skin Care Finance

It is alleged that the beauty giant is reportedly mulling a deal to offload all three brands, according to a new report, as it continues with its ongoing ‘Profit Recovery and Growth Plan’

The Estée Lauder Companies (ELC) is allegedly looking to sell three brands within its beauty portfolio – Dr. Jart+, Too Faced and Smashbox.

The trio of brands have sat within the beauty giant’s portfolio for many years, with Smashbox acquired by ELC in 2010, Too Faced in 2016, and a minority stake in Dr. Jart+ in 2015, and then remaining shares in 2019.

ELC is rumoured to be mulling the sale of all three brands in an alleged package deal estimated to be in the low nine figures, according to sources in a new report published by The Business of Fashion.

However, nothing has been confirmed, and Cosmetics Business has reached out to ELC for comment.

Although ELC does not break down the performance of each individual brand, Too Faced, and Dr. Jart+ were both identified last year as underperforming for the company in its annual results.

ELC is in the midst of its ongoing ‘Profit Recovery and Growth Plan’ (PGRP), which CEO Stéphane de La Faverie introduced in January 2025.

The strategy aims to boost flagging sales, and this includes cost-cutting measures such as consolidating its service providers, expanding outsourced services and standardising its “related end-to-end business processes”.

Slashing jobs has also been part of the plan, with 3,200 jobs cut so far and 3,800 more hanging in the balance.

In December, it was revealed exactly how much ELC has spent on this major restructuring of the business so far.

ELC’s beauty portfolio currently comprises Estée Lauder, Aramis, Clinique, Lab Series, Origins, MAC Cosmetics, La Mer, Bobbi Brown Cosmetics, Aveda and Jo Malone London.

As well as Bumble & Bumble, Darphin Paris, Tom Ford, Smashbox, Aerin Beauty, Le Labo, Editions de Parfums Frédéric Malle, Kilian Paris, Too Faced, Dr. Jart+, Deciem and Balmain Beauty.

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