Too Faced Cosmetics founders launch incubator Toy Box Brands

By Julia Wray | Published: 3-Jul-2023

Jerrod Blandino and Jeremy Johnson have revealed Polite Society and Diamond Drunk as the first names in their portfolio

The founders of Too Faced Cosmetics, Jerrod Blandino and Jeremy Johnson, have moved back into beauty with the launch of Toy Box Brands.

The duo, who exited the Estée Lauder Companies-owned Too Faced last year, described Toy Box as “a world class disruptive brand lab”. 

Toy Box’s website indicates the incubator will have a ‘clean’, planet-friendly ethos, stating: “We vow to do better for ourselves, for you, for animals and our planet without ever sacrificing performance.”

Its first brand, launching this month, will be a jewellery cleaner called Diamond Drunk, which the brand’s Instagram bio calls “a non-toxic beauty ritual for your jewellery”. 

Debuting in August, meanwhile, in Ulta Beauty is make-up brand Polite Society. 

In a TikTok post, Blandino said the brand was “your permission to wear your truth loudly and proudly” with “plump lips and loud lashes”. 

Included in the line-up are Greatest Lashes of All Time mascara; More Than A Pretty Face skin caring foundation; and Big Mouth lip plumper. 

Johnson and Blandino stepped down from Too Faced on 30 June 2022, stating at the time that they wanted to pursue new opportunities. 

Blandino has since said he was talking trademarks for Toy Box on 1 July. 

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