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United States Jerrod Blandino is a visionary entrepreneur who has continuously reshaped the beauty industry through innovative brand development and strategic market leadership.
After selling Too Faced Cosmetics to Estee Lauder Companies in 2016 for a then-record of $1.45 billion and completely leaving Too Faced in July 2022, Blandino could have been done—but he still has a lot to say. That’s why he launched a new venture, Toy Box Brands, with Johnson. The umbrella company will encompass brands spanning a wide definition of beauty and beauty-adjacent across a range of categories, focusing on white spaces, including lifestyle and personal care.
In 2016, Estée Lauder Companies acquired Too Faced for $1.45 billion. Blandino and Johnson left Too Faced in July 2022 to pursue new entrepreneurial endeavors. Before becoming Too Faced and Estée Lauder Companies' senior vice president and general manager of Too Faced, Simon was the senior vice president of merchandising of prestige beauty at Ulta Beauty. Since joining Too Faced two years ago, she has "inspired products and unique experiences" and led the teams through her brand-building expertise, Freda said in a statement.
After selling Too Faced Cosmetics to Estee Lauder Companies in 2016 for a then-record of $1.45 billion and completely leaving Too Faced in July 2022, Blandino could have been done—but he still has a lot to say. That’s why he launched a new venture, Toy Box Brands, with Johnson. The umbrella company will encompass brands spanning a wide definition of beauty and beauty-adjacent across a range of categories, focusing on white spaces, including lifestyle and personal care.
The first brand launching under Toy Box Brands is an unexpected one: Diamond Drunk, the very first non-toxic, sustainable, plant-derived high jewelry cleaner on the market. They led with Diamond Drunk precisely because it’s a brand-new category.
Next month, Toy Box Brands will also launch a full color cosmetics brand, Polite Society, with ULTA as their retail launch partner, both online and in brick-and-mortar stores. For Blandino, the name of the brand says it all. “The last couple of years, there's been such an overwhelming sense of dread and seriousness and politics,” he says. “I wanted to create something again, much like I did back in the late 90s, where through the vehicle of amazing beauty products, we would create a society of like-minded people who were looking for the best in each other who value being kind and polite, and moving through the world with grace and dignity. But also, it's a new era of polite society. We're not going to hide who we are—occasionally you might have to show your teeth if somebody gets a little too this or that way. But in the end, let's leave grace for everyone to be who they are. Through the common love of beauty, we'll help each other elevate and get to know each other and be closer to one another. I always say if I'm at a dinner party and someone like doesn't believe in gay marriage, put them next to me, because by the end of that dinner, in my own little way, I'm gonna have opened their heart and mind. That's how we change the world for the better. It's not by separating ourselves, or attacking each other. It's through love, acceptance and kindness that we're going to move through all of this into a better place—and through beauty. That's my mission.”
Next month, Toy Box Brands will also launch a full color cosmetics brand, Polite Society, with ULTA as their retail launch partner, both online and in brick-and-mortar stores.
Jerrod Blandino is a co-founder of Too Faced Cosmetics, a brand that gained recognition for products like the Better Than Sex Mascara and the first glitter eyeshadow. After establishing Too Faced in 1998 with Jeremy Johnson, he contributed to its growth into a prominent beauty company. In 2016, Too Faced Cosmetics was acquired by Estée Lauder Companies for $1.45 billion. Blandino continued his involvement with Too Faced until July 2022 when he departed from the brand.
Following his departure from Too Faced, Blandino launched Toy Box Brands with Jeremy Johnson. This new venture is an umbrella company focusing on beauty and beauty-adjacent brands across various categories. Under Toy Box Brands, Blandino introduced Diamond Drunk, an eco-friendly jewelry cleaner. This product was designed as a non-toxic, sustainable, plant-derived option for cleaning high-end jewelry, linking jewelry care to self-care routines. The brand aimed to fill a gap in the market for effective yet safe jewelry cleaning solutions, developed with input from major fine fashion jewelry houses like Cartier and Chanel.
Subsequently, Blandino launched Polite Society, a full color cosmetics brand, in partnership with ULTA for retail distribution. Polite Society emphasizes clean ingredients and sustainable practices, aiming to foster a community around kindness and acceptance through beauty products. The initial product lineup included the Greatest Lashes of All Time Mascara, B.I.G. Mouth Lip Plumping Oil Gloss, More Than A Pretty Face Foundation (a skincare-makeup hybrid), and the Glo Flush Yourself! Blush & Glow Face Palette. Blandino positioned Polite Society as a modern evolution of his previous work, focusing on transparency and ethical choices in product development.
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