Too Faced poised to open new Liverpool One store

Last year, it was named one of the most popular beauty brands among Gen-Z consumers

Too Faced's Carnaby St store, London

Cult US brand Too Faced is preparing to open a new beauty destination at Liverpool One.

Set to open in September, the 1,000sqft space will offer the brand’s full range of cosmetics as well as ‘instagrammable’ moments in-store.

This is an extension of the brand’s retail ‘playgrounds’, which it opened in Dartford, Stratford and Oxford last year.

It also has a store on London’s Carnaby Street in Soho.

At the Liverpool site, it joins other beauty retailers including Molton Brown, L’Occitane, The Body Shop, The Perfume Shop, Morphe and Debenhams.

“Liverpool One’s beauty line-up is moving from strength to strength, with Too Faced set to join the recently launched make-up heavyweight Morphe and our ever-popular Beauty Bazaar, Harvey Nichols,” said Alison Clegg, Director of Asset Management for Grosvenor Europe, which manages the site.

The brand was founded by beauty moguls Jerrod Blandino and Jeremy Johnson in 1998 and has become widely popular with Gen-Z consumers.

Last year it was named the second most popular beauty brand among US teenagers, narrowly missing out on the top spot to Tarte Cosmetics.

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