@toofaced

Estée Lauder is making big moves.

The beauty giant just acquired Too Faced for $1.45 billion dollars — this news comes shortly after they bought out Becca Cosmetics.

This buyout makes sense as Estée Lauder has been making efforts to appeal to the millennial market, in which Too Faced is already a leading brand.

“The acquisition of Too Faced is complementary to our portfolio of brands because it has a unique feminine and Millennial communication focus, which is really complementary with very little cannibalization with the rest of our makeup portfolio,” said Fabrizio Freda, president and chief executive officer of Estée Lauder.

However, not everyone is happy about the acquisition — because while Too Faced is known for their commitment to creating cruelty-free products, fans are worried that this new ownership will change the way products are formulated.

#regram @jerrodblandino My values, morals and heart will never change. I have built my life and my company with love, kindness, positivity and compassion for animals and all of God’s creatures. That will NEVER change. This is way bigger than business for me, it’s my life and my heart at the deepest level. It means everything to me. We have been a champion for animals since our beginning in 1998 and that has only grown stronger and more powerful with every passing day. Rest assured we continue to have iron-clad rules in place that will ensure we will NEVER test on animals and we will NOT sell in China. I’m truly honored that we continue to be supported and acknowledged by @peta (link in bio). Thank you for your passion and support for animals, I’m grateful you’ve used your voices to ensure animals are protected and treated with kindness and love. I’m right there with you and always will be. XOXO, J

A photo posted by Too Faced Cosmetics (@toofaced) on

In response to concerned fans, Too Faced co-founder, Jerrod Blandino stated, “[Estée Lauder] respect[s] our values, our core beliefs that we built our brand on. We will not be animal testing, we will not be going into China, we will not be made to fold into a corporate culture that we do not have. They love and respect what we have created and are just going to support us and lift us up, without changing us in any way but great.”

What are your thoughts on the new acquisition? Tell us your thoughts in the comments below!

xx, The FabFitFun Team