The Evolution of Too Faced (Collab w/Smokey Glow!) | X(elle)-Mas

Hello everyone!
I am so excited to be collabing with Smokey Glow on the evolution of Too Faced!
I am talking about the brand's origin story and beginnings. How did Too Faced even happen in the first place? What's the story behind the name?
What were the first products?
And answers to many more questions!
If there's anything I didn't cover please ask! I did a lot of research and had to narrow down what I talked about, lest this be a 2 hour video.
Thank you so much Hannah for collabing with me!
Smokey Glow:
/ @smokey_glow
Let me know if there are any other brands you'd like me to cover! To date I've talked about Urban Decay, ColourPop, and Hourglass. As well as a discussion about Tarte and their holiday collections!
And I'm planning on a "Palettes of the Past" series. The first video covered the Morphe 35O and JH Favorites.
All requests and suggestions are very much welcomed!
Thank you for watching!
XOXO
ELLE
email me: [e-mail]
twitter/instagram: @shadowsmoked
buy me a coffee: www.ko-fi.com/elles
*All material used in this video falls under "fair use"*

[@lacedrain]

Kinda weird how he started the brand by mixing up existing Estee Lauder products and then the brand ends up being acquired by Estee Lauder lol

[@literallywhy6162]

I was thinking the same thing! It’s like it just came full circle

[@AnimeGirl8792]

I wish he didn’t sold his brand off bc they sold off their creativity and original aspects to fast makeup

[@CristinaNunezTV]

Coincidence. I think not.🤔

[@kaitlynpeters9010]

Here from Hannah’s channel- I am so impressed by how thorough your research is! This is what KZbin needs!!!

[@MostlyMom]

Ditto!!

[@ashg2895]

I'm also new here from Hannah's Channel! I just started the video & I'm excited to watch it! Elle, your bangs look freakin' AMAZING on you & I love your hair color. It makes your eyes stand out even more. 😍

[@RinoaStarr_XOXO]

Me too! Loved your depth into this topic

[@honoratagold]

Agree! I love Elle's deep dives into the histories of brands and make-up styles.

[@shadowsmoked88]

Thank you so much! I love doing the research the most.

[@ositaiza888]

"i just like doing research" that is the most relatable thing i think i've heard a youtuber say tbh

[@inkasaraswati7625]

I seem to remember that Elle is a librarian? Which explains so much tbh

[@shadowsmoked88]

I do work in a library, mostly doing research as my job. It's my passion!

[@austynhl9484]

So nice to have someone say that and actually mean it. I unsubscribed from a beauty guru who will not be named because she kept claiming to love research but clearly she meant she likes to Google every once in awhile.

[@chopperballs85]

Jer-Jer Inc makes me think of Jar-Jar Binks 🤣

[@shadowsmoked88]

HAHA I thought that too!

[@HelloListenGoodbye]

My sister still has some of the old school Too Faced Quickie Chronicle palettes from ‘05 that she no longer uses but the artwork on all of these pallets are absolutely stunning. Classic pinup girl art. I wish they would bring that back

[@shadowsmoked88]

Yes! The packaging was so great. I would love to see Too Faced reference more of than vintage pin-up art (and book references!) again.

[@peacechick13]

I had the bombshell one they were so pretty

[@BeautyKhaleesi]

I have most of them and still have one in the shrink wrap. I used to collect up until they sold to este

[@HelloListenGoodbye]

@@BeautyKhaleesi omg you could probably sell them for $$$

[@BeautyKhaleesi]

@@HelloListenGoodbye i wish but its all old even though its never been used. I have some pictures on Instagram under #vintagetoofaced I believe

[@kimbasciano_]

Welcome to all the new people from Hannah’s channel! You will love Elle!!

[@daisycate]

👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾 🎯

[@sharonharris9782]

Thank you! I'm so happy Elle and Hannah did this collab!

[@shadowsmoked88]

Thank you, Kim!!

[@Laura-vs6fs]

hello back to you. I have to say I love the way this video was done and I subscribed immediately after watching it. So thankful hannah collabed with elle 🥰

[@daisycate]

@@Laura-vs6fs Thanks, me, too!

[@katerinaschenke819]

I remember too-faced and hard candy as THE makeup brands when I was a teenager.

[@paula92111]

OMG I loved hard candy!! They were more affordable

[@shannon2540]

Yes! I remember wanting literally everything from those two brands back in like 2004.

[@breathless_siren]

I remember Hard Candy, Too Faced and Urban Decay and that lip Venom plus other stuff no longer around at the Nordstrom during that time they were released. The packaging was just like in the pictures.

[@The_C_Word]

I still have a hard candy under eye corrector in my collection. It is so good!

[@shadowsmoked88]

I will be doing a Hard Candy vid in the new year!

[@zoeys1078]

I love this, I worked at Sephora in 2008ish for a few years and I remember two faced had such fun things like this transformative gloss. Makeup was differs then, when hard candy was in Sephora and Kvd was about to launch 😭😂

[@Hippidippimahm]

I have SO many questions about working at Sephora back then, pre-social media, what a different world we lived in.

[@justyeeeeeetit]

They seemed like a makeup brand that the early 2000s needed. Something more fun for younger makeup buyers who didn't connect with high end, more "boring" brands. And you mentioned the limited products, how that has always been apart of the brand. Really helps me understand why the brand is the way it is.

[@baret8349]

Here from Hannah’s channel 🙂

[@katerinaschenke819]

Same!

[@XxPiRoXxX]

Same!

[@hannahofaragon2224]

Me too!

[@michelleplass5310]

Same! And I'm subscribed now! The research is fascinating!

[@alexiswins]

anyone else weirded out by the intense emphasis on makeup “”for women””

[@mossbaby6292]

Underrated comment

[@shadowsmoked88]

I feel like TF has really stuck with that too

[@creatrixZBD]

Not in the 90s

[@1015SaturdayNight]

I miss the old Too Faced, but hell, I miss the 90s too

[@FinalGirl228]

When I was 14 in 2007 I went to the Sephora in New York City and it was my first exposure to makeup that wasn’t drug store. I bought the original Too Faced Natural Eyes palette and literally my world was changed. I still have that palette saved for nostalgia purposes. Loved this video ❤️

[@alexisarrizon6083]

Love or loathe Too Faced they are brilliant at marketing.

[@juliadandy6019]

Totally unrelated but I am already sold by the Rumors on the wall!

[@SusieRocks]

That's what made me originally subscribe to her ✌️

[@dawno5656]

@@SusieRocks same

[@shadowsmoked88]

Fleetwood Mac is my favourite band, haha. Thank you!

[@JoBisbee]

@@shadowsmoked88 I bought one of the old paperbacks by author Evangeline Walton called 'The Song of Rhiannon" about an ancient Welsh Witch called.... Rhiannon. Stevie was a big fan of this author and I think these books had a big influence on Stevie's whole persona. Also one of my best friends went to High School with Stevie Nicks. They spent a summer as chemistry buddies, because they both failed chemistry and had to take it over. I did not believe my new friend Heidi when she told me this. This was back in the mid-70"s when Fleetwood Mac was getting HUGE. So the next day Heidi came to work with her Pasadena (Cali) High School Annual. Heidi opened that annual up and pointed to a photo of this fresh faced smiling blonde girl with a somewhat high ponytail with bangs. OMG Stephanie Hicks was indeed the world's beloved Stevie. 💜 December 29 th Heidi will be 71, I am 69. Wishing you a Merry Christmas and a few close life long friends too. Joanne

[@dawno5656]

@@JoBisbee wow, what a great story! Merry Christmas to you 🎄

[@GravityFallsUp]

I bet if they brought back Envy in a similar style to DollsKill’s dolls it’d do really well. Make her an Instagram, give her a very specific aesthetic and give her that “not afraid to clap back” personality it’d be cute.

[@shadowsmoked88]

I love that idea!

[@user-md3tu2oo1i]

Yes I was upset because I collect only vintage too faced items. And I assumed too faced would jump on the trend of y2k 90s since they were so iconic then. I keep waiting but I guess not. It's a shame if they did a collection I know it would sell well as long as they really put the quality like they had before

[@creatrixZBD]

“A moment on the lips, a lifetime on the hips” is a common diet thinspo saying from the 40s/50s. Its was already out-of-date and cringey by the time Too-faced referenced it.

[@shadowsmoked88]

That's true!

[@kfemme68]

Oh it was still around in the 70's & 80's just not quite as prevalent but my mom was a yo yo dieter and thus had phrases like that on magnets on our refrigerator when I was growing up. It definitely was not great growing up with those mantras.

[@lolablake9196]

Yeah a lot of stuff like this still happened later like the statement Kate Moss retracted many years later that in the 90’s she had said “nothing tastes as good as skinny feels”

[@pristiq946]

@@lolablake9196 that was Kate Moss?? I’ve been thinking that was Paris Hilton this whole time

[@cassiel.6918]

Did Too Faced invent the dreaded glittery mattes that everyone hates? Lmao.

[@shadowsmoked88]

YES! What a credit.

[@MissRedZelda]

Glittery mattes are really popular in Asian countries. Especially South Korea and Japan. They're also quite popular among mature people, and people who prefer less pigmented eye shadow.

[@biancachristie]

They say they did, but I remember glittery mattes from a little earlier-just not at the upscale cosmetic counters. I was in my 20s during all this (and yes I wore my share of old school Too Faced eyeshadow in the softer shades) and I remember buying glittery matte products at places that sold stage makeup because nobody else was making them yet

[@gabrielaceballos3789]

All these products take me down memory lane.. when I was in high school I became obsessed with too faced and urban decay

[@JennyMix]

Omg "weight loss" lip gloss?? That's a first I have never heard of anything like that! Crazy

[@tarahheighton1719]

Here from Smokey Glow and subbed within the first few minutes! Absolutely adore your vibe!

[@deathbeforedecaf7755]

Wow TF really has gone down hill. Now they are so stagnant . A shame. They seemed so much more fun but now they cannot decide if they want to be elegant or kiddish or dirty lol

[@podpoe]

the Glossier Play line did such a better job of daing a modern, new, but still fun and playful vibe. Its elevated but still accessible. TF needs a major brand update imo

[@casey5683]

Este Lauder owns them now so honestly Not surprised. They’re kind of dated too.

[@deathbeforedecaf7755]

@@casey5683 I think it’s incredibly ignorant to blame this on Estée Lauder. Unless they are indie, most brands are owned by a parent company and most brands don’t have such an identity crisis. Too Faced’s faults have little to do with what parent company they have. EL bought them in 2016 and Jerrod still has a big hand in how TF is run. They had decades to figure out their brand and to get their sh$t together. Their problems are bc they aren’t setting the trends but merely following them. I agree they need a complete overhaul . Let’s not be so lazy in our views and put blame in the right places. Jerrod ran his company into the ground and it’s Jerrod who cannot keep up with the current market. Not the big bad parent company. Lmao. So stupid!

[@kaykeunil]

DeathBeforeDecaf I mean Estée Lauder DEFINITELY has problems but I think you’re right about not blaming the parent company for Too Faced’s downfall; it seems like they had kinda been stagnating in general and were being less consistent, which is on them

[@casey5683]

@@deathbeforedecaf7755 i think you’re a litttllee too invested babe. I have my opinion you have yours.

[@InsertUsername94]

I love this deep dive into brand history! I'd be interested in urban decay or tarte for other videos, but I think I'll listen to you talk about just about anybody for 30+ min 😊

[@inkasaraswati7625]

She did one on Urban Decay!

[@daisycate]

Whoa! B. Spears, Madonna, Gwen Stefani? Who knew? Fascinating, Elle, I only remember that he pissed off Tati Westbrook... great video, thank you!

[@LondynBrielle]

Interesting to find out that the novelty/gimmick theme was intentional from the start and not a cash grab as the brand grew (also I see questionable decisions has been infused into the brand from the start!) Weird how they started out in high end stores! Great video! Id love to see one on Marc Jacobs Beauty!

[@shadowsmoked88]

Ooh MJB would be a good one!

[@lishasanchez6323]

I am here because of Hannah's video and love this tid bit of makeup history.

[@bansheemuse4794]

Too Faced was never a favorite makeup brand of mine. I started wearing makeup in 1998, and Lancome was my makeup of choice. Lancome was so expensive and I had a tiny collection. My eyelids do not like the Too Faced formula and I have only 3 palettes from them. But the original Chocolate Bar has become a favorite, I just cannot wear a lot.

[@Hippidippimahm]

This is EXACTLY the content that’s missing on YT, thank you so much for this! I’m obsessed with brand history, fashion and makeup brands. You might want to collab with Laura Jane Atelier, if you’re interested in vintage brands or celebrities of the past.

[@hankypanda]

This, they are both super cute and have amazing researching skills and go way back in time accurately! I love Laura Jane.

[@0Ermmyourcla0]

It's strange to see a brand that was clearly founded on a passion for makeup and was full of creativity become what is arguably the most boring brand in the business right now that can't stay consistent from one product to the next. Though if people love that old pinup style packaging The Balm is still following that aesthetic and have some very solid palettes and face products. Came here from hannah and loved your video, I'm gonna have to go binge your other uploads now, you're very engaging

[@glitterberserker1029]

So cool to see all the callabs for you this December.

[@shadowsmoked88]

It has been so fun!

[@elizabethg2062]

I'm here from Hannah/Smokey Glow's channel🥰. I'm so glad you two did this collab, because it led me to rediscover your channel. I love your content(and am now on a binge)!! It was really smart and well thought out how you two split up the timeline. You did a great job with the Brand's beginning and she did fantastic going from there. Love you both!!

[@royce8]

So glad you did this collab. In new to you and have enjoyed learning form you. I hope you continue to do more of these videos and you were very informative, kept my attention and are great at them. Can not wait to look at some of your other video.

[@daisycate]

She is incredible!!

[@shadowsmoked88]

Thank you so much! I have many more planned!

[@daisycate]

@@shadowsmoked88 Fantastic; you are especially good at this!

[@brendabaum6442]

Here from Smokey Glow channel. Loved your video!

[@kaylaparker1980]

Here from Hannah’s channel. I just want to say, your so pretty 😍 your eyes are gorgeous!! And this was a great video, I learned a lot 😊

[@janejones7638]

I agree that her eyes and eye make-up is gorgeous. I love her hair so much. I like the highlights being so much darker. Usually it's done the opposite way.

[@purestcat4496]

Re Susan Little, in the UK it's fairly common practice when registering a new company with Companies House to get your solicitor to do it. The solicitor becomes the first registered director of the company, but they then log the paperwork to get to resign and be replaced with their client, the true owner of the company. Wonder if that's what happened with the trademark. Having said that, this was a really interesting video and must have taken so much research. Also, that Lip Injection thing was the actual DEVIL. I worked in Boots the Chemist back when that product came out and our store had a Too Faced stand. The girl who worked it would try some products on us to help sell the products and she tried that on me and I took such a terrible reaction to it. My whole mouth swelled up; it was awful. So awful that it put me off the enitre brand - I've never tried another Too Faced product since.

[@alecia5447]

I’ve been waiting for this one! You are THEE makeup Historian. So fascinating AND a colab with Smokey Glow too. 24:09 that release gave me serious The Balm cosmetics vibes just saying they should rerelease a version of that especially the second from the left with the row of pastels.

[@shadowsmoked88]

I really hope they do re-release some of their older stuff!

[@stereotypea123]

I really remember those nail polish bottles from when I was a kid, I would always see them in magazines. I wanted them so bad!

[@ArifahBaksh]

so glad Hannah brought me to your channel! I’m obsessed

[@irisl7817]

Too Faced has a very interesting history. Your research is so amazing.

[@shadowsmoked88]

Thank you!

[@liannapilesky3243]

I remember all of this old stuff!

[@jazzyjazz8453]

Commenting for the algorithm. I grew up in the 90s and only used a phone book once, lmao

[@TheGrezelle]

Too faced was my first 'bougie' purchase as a teen... Back in 2009...I still remember the girly packaging... I loved it!

[@yassercastillo2607]

Love the cover of Rumours in your background

[@gailbook70]

Not a fan of TF. You look beautiful. I luv the bangs. Wet n Wild sounds like it would be interesting. I think I remember them back in the 80's. I could be wrong. Sad how some companies did not catalog their merchandise from day one. Not only good for memories but also to bring products back as limited editions.

[@shadowsmoked88]

Definitely looking into Wet n Wild!

[@NotSoUnitedNations]

whoa, this was super interesting! thank you so much for your hard work

[@daisycate]

Right?

[@amyV10844]

Im pretty sure I’ve seen shimmer eyeshadows in old 60s and 70s makeup ads.

[@angelacameron4524]

He didn’t invent it. 😂 I’m the same age as him, I remember makeup from the 80’s. He’s full of it. lol

[@catsmeow5625]

I came here from Hannahs channel. Im watching this first then Hannahs video so its in order lol You got a new sub!

[@daisycate]

🎉🎉🎉🎉 Welcome, CatsMeow, if you like Hannah, you’ll like Elle’s deep historic dives. She also discovers new beauty releases using her research skills. It’s an interesting channel; I hope you have fun! I’ll follow your lead and head to Hannah’s next.

[@jennkreg387]

Yay here from hannah You are gorgeous babe !!! Subbed. Always respect who do the research and work. Happy holidays 🤓

[@hannahofaragon2224]

This was super interesting, I loved hearing their early early beginnings, I always wondered what their origin story was and hearing you break it down was lovely! 💕

[@oliviarossman8979]

so excited to be introduced to your channel!

[@tdsollog]

My younger son was born the same year as TF, and I remember that article. It’s so “circle of life” that that JB started as at the EL makeup counter and then being bought by them later.

[@nahuigonzalez6322]

A lot of research went into this!

[@SarahDangerous]

Awesome research! Thank you for such a fascinating deep dive!

[@beingveronique]

This is so well researched. I’m super impressed. Definitely happy to be a new sub.

[@kellygreengables3936]

I've been subscribed to Smokey Glow for a while and had just come across some of your older videos (Shop your stash, be wary of influencer reviews, etc.) this month. I was so surprised to see her collab with my new "discovery". Such a great video, I look forward to more of your content!

[@shadowsmoked88]

Thank you so much!

[@celestecelestial90]

I was a little girl when too faced first came out so I wasn’t aware of the history. This was interesting to hear. I miss the days when too faced was hyped up not because I am a stan, but because I miss that time in my life even if it wasn’t an easy time as odd as that sounds. 😂

[@hrdillon1980]

Hi! Here from Hannah's channel & already hit the bell for you! 😊

[@jessica23claire]

I'm a bit of a history nerd, so I LOVE videos like this! I noticed you used Nouveau Cheap's old picture of her Too Faced makeup, which in itself was a throwback for me. I used to peruse her old "From the Vintage Vault" series on her blog all the time.

[@jillgerace7637]

Omg I used to have one of those pin up pallets when I was younger. It was my second eyeshadow pallet I had ever gotten. And I remember the powder from the shadow always got in the lipstick/gloss. But I was just so happy I had makeup from Sephora lol! I’m very happy I came across your channel from your collab with Smokey glow. You have such well researched content 🙂

[@spokeinlilac]

What a wild ride, love your eye look btw!! Looks stellar with your bangs 😄😌

[@InsertUsername94]

First time at your channel (coming from smokeyglow) and I'm definitely enjoying the research, but I love your look! Beautiful style and makeup 💖

[@Thisiskoko104]

IM HEEEERE this is fantastic what a great collab!

[@nicolelofgren4465]

Came here from Hannahs video, I want the whole story and I’m so happy you’re so good at this! Glad I found you this way! 😌

[@susanlynn5159]

I first read the title as a Too Faced collab with Smokey Glow and got excited, confused but excited.

[@mandy7674]

Thought I'd start at the beginning :D 'The origin story' HELL YES!!! ^.^

[@beyoncebeyonce2747]

Those “appetite reducing” lip glosses seem actually disgusting. At a time where eating disorders were at an all time high, what on earth was Too Faced thinking??????

[@SylYasha]

This collab makes so much sense! So excited for this :)

[@cheryle.4826]

Here from Hannah’s channel, love this so much. New subscriber here! Merry Christmas!

[@lordoflotion7005]

I remember Too Faced's early years and this is a brilliant and thorough report. I'm impressed, and I don't impress easily. Bravo!

[@megandcochrane]

💯🥰 I love the deep dive!

[@R3idy6589]

Great job!! It’s clear you put a ton of effort into your research. I can see why Hannah wanted to collab with you. I look forward to checking out more of your video’s.

[@shadowsmoked88]

Thank you so much!!

[@danamiceart]

Hanna sent me. Excellent video. Your research is superb. Love the Fleetwood Mac albums. I just turned 40 and Too Faced was popular when I started buying "good makeup.". Its sad how they started out so innovative and cool, then not so much.

[@mariavic1304]

Amazing research! I actually love the origin and the creativity behind the brand! It's such a shame that they aren't original anymore

[@mayamoon9207]

It's sad that what was clearly such a passion for especially Jerrod turned into this lackluster uninspired money grabbing machine.

[@barelyreal1]

awesome video

[@kimmanleycoleman5118]

Great video I absolutely love makeup history and cannot wait to watch your other videos on Urban Decay and hourglass well done

[@kingcrimson1204]

I'm really glad I came here and watched this video first 😅 I had no idea they were an older brand! Absolutely loved all the 90s + 00s throwback pictures 😂 cringe

[@Soleils]

That's a great Christmas Eve episode.

[@fbiagentfrank]

Dang, I forgot about du wop lip venom. That stuff was nasty af but it worked a lot better than lip injection extreme.

[@cesca3968]

Ah such an amazing collab Elle! and your deep dives are always amazing, the amount of research you do is just incredible! 💖👌

[@shadowsmoked88]

Thank you so much!! The research is my favourite part.

[@dianadiaz2434]

Does anyone remember Tony & Tina?

[@i.aint.1.of.ur.little.friends]

Elle this was an amazing video. Id love to see more brand origin stories. I would love to know the brand origins of wetnwild and nyx!

[@shadowsmoked88]

Ooh great suggestions! Added to my list!

[@Julia-vo6or]

I find the origin of this collab oddly endearing. I wish I had a friend like you back in college lol

[@jessv9985]

Love the video! I just had to comment to let you know that I also absolutely love your hair!!

[@RachelJayne92]

Congrats on the collab! Would have watched this regardless, love you! 💕 Merry Christmas Elle! 🎅🏻🎄

[@saltstatic]

Love all the research that went into this! But also, omg I love your makeup so much! It reminds me of an infrared camera and that is dope af

[@LipstickConniption]

Elle! I’ve been subscribed forever but only realized now that I saw Hannah’s video that I haven’t been seeing your videos in my feed! So happy to be back & hearing all you have to share! Def turning those post notifications on!!

[@siggylove9678]

Girl, you are gorge!! Much love ❤️ been here for years 🥰

[@sc1592]

Omg Elle congrats on your collab!!! I can’t wait to see your channel blow up the way you deserve!

[@BritneyT.]

This was such a lovely video! I came here from Smokey Glow's channel and I'm really excited to check out your other videos :D

[@minimum6183]

this was SUCH a cool video omg :0

[@meganmilam619]

from hannahs! i watched you a few years ago and somehow lost track of you! so glad i found your channel again. i loved your content (and still do!). merry christmas and happy holidays gorgeous!

[@yt_commenter]

came here from SG. really loving how thorough your video is!

[@michelleplass5310]

So so fascinating! I love the research element of this! I'm from SmokeyGlow's channel and a new subscriber! Great video!!

[@bydivadream]

My favorite makeup series in all of KZbin. Love you

[@reginaspafford1847]

Here from Hannah's channel! I loved this you can tell you really deep dived into it. Subscribed 💕

[@justsiobhan1658]

Love that this became a collab and that you have got so many views...much deserved Elle! Merry Christmas

[@MonicaAdrianna]

Oooo I love this collab idea! I can't wait to watch both of your videos :)

[@gigi2k326]

You always look so pretty, Elle, merry Christmas to you & your family!

[@mariaairheart3174]

So interesting! You are so thorough and calm, loved this video :)

[@BoopSnoot69]

New subscriber! Came from Hannah's channel. I loooved this video. The research was super interesting and informative. can't wait to see more from you! Hope you had an awesome holiday 😁❤