Meander through the makeup department of a Sephora or Ulta, and if any brand manages to make you do a double take, our bets are on Too Faced. Founded in the 1990s by the unabashedly fabulous Jerrod Blandino and Jeremy Johnson, the line of cheekily named, brightly colored, unicorn- and candy-themed makeup has become one of the most successful on the market (so much so that the company sold to Estée Lauder in 2016 for a reported $1.45 billion—how's that for candy?). But the brand's appeal is more than aesthetic.
Too Faced's cruelty-free and largely vegan selection of makeup also boasts beautiful shades and stay-put formulas: As of the time I'm writing this, its Better Than Sex Mascara, Melted Matte Liquified Lipstick, and Chocolate Bar Eyeshadow Palette alone have a combined total of 613K "loves" on Sephora. It goes without saying: Too Faced fans are hard-core.
We wanted to give Too Faced die-hards a little something special—something that they wouldn't be able to find anywhere else online. So we got in touch with a brand insider: Too Faced global pro makeup artist Elyse Reneau. We asked Reneau to spill her best secrets about Too Faced: shopping secrets, product hacks, and more exclusive intel than even the brand's most devoted customers might not know. Consider yourself a Too Faced fanatic? Keep scrolling for eight inside shopping secrets.
1. Its iconic Hangover Primer doubles as a mask
Too Faced's ultra-hydrating Hangover Primer is the brand's overall second-best-selling product—but most devotees don't realize that it's way more than a makeup primer. Reneau's favorite way to use the product is as a moisture mask. "During the summer, I keep mine in the fridge," she says. "After I've been in the sun or my skin is feeling extra dehydrated, I apply four to five pumps and let it sit for about 20 minutes. Your skin will drink in the coconut water base faster than you can drink a cocktail by the pool."
2. But for priming, the brand's founder actually prefers its spray
As popular as the Hangover Primer is, if you ask the brand's co-founder and chief creative officer, Jerrod Blandino, to name his favorite products (which we did), it won't make his list. For helping makeup stay on your face all day while still looking hydrated and fresh, Blandino actually prefers the 3-in-1 Primer and Setting Spray (also made with coconut water), which can be used to refresh your makeup throughout the day. Better yet, it's $2 cheaper than the cream formula.
3. A tube of Better Than Sex mascara is sold every 7.4 seconds
The beloved Better Than Sex mascara is not only the brand's best-selling product—it's also the best-selling prestige mascara in America, and one tube of the stuff is sold every 7.4 seconds. "It took three years to formulate," Reneau explains. "The formula thickens, lengthens, and curls to give you luscious-looking lashes."
4. When in doubt, order a travel size
Look for them in the beauty-to-go aisles at Sephora—Too Faced offers a surprising amount of travel-size products (including a bunch of exclusive ones on the brand's website), from mini bronzer compacts to teeny-tiny versions of its melted liquid lipstick. "Not only are they the cutest things ever, but buying a travel size is a great way to see if you like a product before committing to a full size!" says Reneau.
5. Secret sales are happening constantly on TooFaced.com
Another clever way to save on products is to check TooFaced.com for sales and deals you might not find at other retailers that sell the brand. Right now, for example, if you buy a limited-edition Too Faced x Bkr Bottle and Hangover Primer for $50, you'll get a little pan of Candlelight Glow Highlighter for free. "Signing up for email notifications is the best way to make sure you never miss out," Reneau advises. (You can create a Too Faced account here.)
6. This new shade of Born This Way Foundation sold out the second it hit the site
The brand's medium-to-full-coverage Born This Way Foundation has been a best seller since it launched in 2015, but consumers are loving it even more now thanks to a recent collaboration with influencer Jackie Aina, who helped the brand expand its shade range to 35. "[Aina's] shade, Chai, sold out immediately on Too Faced's site," Reneau reports.
7. You can hack your Born This Way concealer into a TSA-friendly foundation
You can use the brand's Born This Way Super Coverage Concealer to conceal, contour, or highlight, but Reneau also loves it as a travel-size foundation. "When I'm traveling, I love using Born this Way Super Coverage as a foundation and concealer," she says. "It gives flawless allover coverage, and I can take it in my carry-on without a fight with TSA!"
8. Want to know why Too Faced's products smell so good? They're made with real food
Blandino and Johnson originally created Too Faced in the '90s as a response to the decade's dark, grungy makeup trends: They were over the serious gothic vibes, and their entire goal with the brand was to bring back "unapologetic glamour and femininity" by way of all things over-the-top frilly, adorable, and pink. Vibrant packaging, punny product names, and candy-like scents are all a part of Too Faced's identity. Those scents, by the way, are made with real edible goodies. "Our co-founder Jerrod Blandino is like Willy Wonka—he lives for creating products that make you smile," says Reneau.
"That's why we use the best ingredients like real cocoa powder, peach essence, and coconut to make our products smell so delicious."
Next, don't miss seven shopping secrets for anyone obsessed with Tarte.