When you think of Too Faced, the general vibe that comes to mind is big, loud, and pink. In the best possible way, the brand goes for broke with its femininity—and with formulas that are so good it feels normal to say “cult status” about every other one (take the Sweet Peach Eye Shadow Collection Palette that shook the Internet, the YouTube–ubiquitous Born This Way Foundation, the nngh-good Better Than Sex Mascara). The brand’s come a long way since launching back in 1998, but today news broke that it’s getting back to its roots in a completely 2017 way: by partnering with Erika Jayne, of Real Housewives of Beverly Hills fame.
There are few details available at the moment on what the collaboration will actually look like, but there is undeniable proof that it’s happening (we’ve reached out to the brand and will update when we hear back). Jayne Instagrammed a hot pink chair with “ERIKA JAYNE for Too Faced” printed on the back, and captioned it, “I may be ‘too’ people and I am ‘Too Faced’. 💋” Decipher as you will, but we can definitely infer something is happening.
From the surroundings, it definitely looks like a dressing room—also, loving the rack of hot pink clothing in the background. She followed that shot with a photo of her in the chair wearing a hot pink leotard and bedazzled fishnet tights.
Stare closely, and you can make out what looks like a baby pink shade of Too Faced’s Melted Liquified Long Wear Lipstick, standing next to a millennial pink tube of what could be the brand’s Melted Matte Liquified Long Wear Matte Lipstick formula. Jayne is just coming off a Beautyblender collab too, so she knows the people want pink (and also, high-quality makeup in pretty colors).
So how does the Jayne collab get back to Too Faced’s roots? According to founder Jerrod Blandino, he named the brand based on customers’ reactions when they heard he was out of their favorite lipstick—turning from super nice to super angry. Given the drama that goes down in every Housewives hour, it’s a natural fit.
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