Reports have been circling about Estee Lauder Companies mulling the sale of Smashbox, Too Faced, and Dr. Jart+.

ELC has overseen these three brands for many years.

Although nothing is set in stone, ELC is rumored to be mulling the sale of all three brands in an alleged package deal, according to The Business of Fashion.

Investment History

In 2010, ELC acquired Smashbox Beauty Cosmetics from Founders Dean and Davis Factor, the great-grandsons of makeup legend Max Factor.

ELC purchased Too Faced in 2016. The deal was reported to be ELC’s largest acquisition to date, with a purchase estimated at around $1.45 billion. At the time of the acquisition, Fabrizio Freda (then president and CEO of ELC) called Too Faced “one of the most dynamic makeup brands in the world.”

A minority stake of Dr. Jart+ was acquired by ELC in 2015 from Have & Be, its parent company. A deal for the remainder of the company came in 2019. It marked ELC’s first acquisition of a beauty brand based in Asia.

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