The company, which has catered heavily toward older women, was impressed with the brand loyalty Too Faced has generated, and was willing to pay the price to lock in its growth strategy. Like many younger women, fast-growing Too Faced is extremely active on social media. It uses edgy names for products, such as "better than sex" mascara, and quirky packaging. It has a massive following on Instagram, and offers makeup tutorials on YouTubeToo Faced has had sales of $279 million this year, up 70 percent in one year. Among them, France's L'Oreal has been picking up hot brands such as Urban Decay, NYX and IT Cosmetics.

Source: The Nation Bangkok November 15, 2016 02:46 UTC