Too Faced Cosmetics is entering the first quarter of 2012 with a bang as the brand announces a new investment partner, Weston Presidio. As one of the largest independent beauty brands, Too Faced founders Jerrod Blandino and Jeremy Johnson are elated at the upcoming prospects this partnership will create. “We never considered bringing on a partner until recently,” Blandino states. “We realized we had reached an elevated level of success but that there are an incredible number of growth opportunities still ahead. With availability in more than 1,200 stores in the United States and 500 internationally, Too Faced has great opportunities to expand internationally, online and with our current retail partners. To take advantage of all of this we decided to lock arms with an experienced group that shares the same vision and passion for Too Faced. Weston Presidio was the perfect fit.”
“The combination of brand and creative strength, experienced and visionary management, along with stellar financial performance, all resonated with numerous parties,” said Brien Rowe, founding partner and managing director of the Sage Group, the investment bank representing Too Faced. “As advisor, we were very excited to guide the company to an ideal partner that could help the founders realize the untapped potential for the Too Faced brand.”
Jeff Mills, partner at Weston Presidio, comments, “Too Faced embodies what we look for in ‘cult’ brands: an extremely loyal consumer following, a high quality product and a differentiated, emotionally connected brand. We look forward to helping Too Faced build upon its impressive momentum.”
“Strong, highly engaged management is the most important investment criteria for our firm, and Jerrod, Jeremy, president Lynda Berkowitz, CFO Eric Hohl and the entire Too Faced team have shown an incredible ability to extend the brand and deepen their relationship with premier retailers and consumers,” added Sean Honey, managing partner at Weston Presidio. “They have an incredible opportunity ahead, and we are excited to be their partners.”
This partnership punctuates another record year for Too Faced. Berkowitz confirms, “Partnering with Weston Presidio affords us the opportunity to deepen our commitment to our retailers, further invest in our team, and continue to strengthen and broaden our product lineup. We are all excited about groundbreaking new products like our Beauty Balm skin care line and upcoming Better Than False Lashes. As we enter into a new era at Too Faced, we couldn’t be more excited about our future.”
