Too Faced

Back Story

Cutting edge cosmetics brand with a growing roster of trendsetting products.

In 1998, Too Faced Co-founder and Creative Director, Jerrod Blandino, was working behind the makeup counter. Bored with the limited selection of shades and textures available, Jerrod started to create his own products. Today, the brand inspires women to feel empowered through makeup and to own their dreams, their decisions and their pretty.

The Too Faced website


Successfully establishing an online business over the years, Too Faced was running on a legacy platform that revealed to hinder growth and raise costs due to irregular service interruptions and maintenance. With much of their sales coming from e-commerce, Too-Faced was looking for a solution that was fully responsive and better showcased their product images. For a brand with a dedicated fan base, they knew they could be doing so much better.


Once launched, it was clear the new site outperformed its predecessor indicated by repeated record breaking sales days. Managed entirely by the Too Faced team, several unique marketing incentives were developed, including a free sample pop up promo at checkout and a how-to/step-by-step tutorial page with the option to purchase the products used within that tutorial. Absent of a mobile site before, SIDE-Commerce provided a flexible responsive design that works seamlessly across desktop, tablets and smartphones allowing users an easy way to shop. Utilizing the promotion rules engine, simplified site management tools and product merchandiser, Too Faced could then focus on e-commerce strategies to increase conversion and on-brand campaigns to build traffic.

Now with the freedom to steer towards more ambitious goals, Too Faced has the liberty to experiment with 3rd party integrations, A/B testing and expand internationally utilizing the features and functions built into the SIDE-Commerce platform.

  • The Too Faced website using Side Commerce ecommerce saas
  • The Too Faced website using Side Commerce ecommerce saas
  • The Too Faced website using Side Commerce ecommerce saas