General Atlantic to acquire Too Faced Cosmetics

Growth equity firm General Atlantic is to acquire a majority stake in global beauty brand Too Faced Cosmetics from Weston Presidio for an undisclosed amount.

General Atlantic’s investment is anticipated to fuel Too Faced Cosmetics’ expansion in the future.

This comes as Too Faced Cosmetics was looking for an investor to continue its growth trajectory.

Based in California, Too Faced Cosmetics manufactures and distributes cosmetics to boutiques and department stores through a network of distributors across the globe.

Too Faced Cosmetics offers a wide range of products including eye products, such as bases and primers, shadows, glitters and shimmers, liners, mascaras, and brows; lip glosses, plumpers, balms, and pencils, as well as lipsticks; face products that include concealers, pressed powders, foundations, and blushes; bronzers, bronzing palettes, and self tanners.

General Atlantic Retail & Consumer global head and managing director Andrew Crawford said: "Too Faced is one of the largest independent cosmetic brands with phenomenal momentum led by an outstanding and deep management team.

"With such a prominent presence in specialty beauty retail, Too Faced is uniquely positioned to capitalize on this channel’s growing popularity with consumers.

"We look forward to working with Too Faced’s proven management team, led by industry game changers Jeremy and Jerrod and President Eric Hohl. Their passion for innovating beauty is unrivaled and has driven extraordinary business success."