One year on since Estée Lauder Companies acquired Too Faced from founders Jerrod Blandino and Jeremy Johnson, in a rumoured $1.4bn deal, the brand is set to open its debut flagship store.
From 2 December, the bricks-and-mortar 585sqft retail space will cater to shoppers in London’s Carnaby Street, UK.
“I couldn’t think of a better location than London for our first global flagship as it’s my favorite city,” said Blandino.
“And it really doesn’t get any better than Carnaby Street.”
Previously, in the UK, Too Faced was available only via concessions in department stores Debenhams and Selfridges.
The new store has been designed with social media in mind, with consumers encouraged to share images of the Union Jack feature wall and chocolate-themed decor.
To promote the opening, Too Faced will be launching its new Peaches & Cream collection, and the Clover Eye Shadow Palette.
The first 100 guests to arrive in-store carrying a full-size mascara from any brand will receive a free Too Faced Better Than Sex Mascara.
Other store opening promotions include makeovers and free make-up bags.
