Imagine a world where makeup isn't just about looking good—it's about feeling unstoppable, transforming how you see yourself every single day. That's the powerful heart of beauty, and today, we're diving into a conversation that might just change how you think about the brands behind your favorite products. But here's where it gets controversial: Are some makeup companies sacrificing soul for profit, and does true innovation require going it alone?
The dynamic duo behind Too Faced, Jerrod Blandino and Jeremy Johnson, were back in the spotlight with a triumphant shout at the 2023 Newcomer of the Year WWD Beauty Inc Award for their latest venture, the makeup brand Polite Society. At the October 6 WWD L.A. Beauty Forum, they shared the stage once more, chatting with WWD's executive beauty editor and Beauty Inc editor in chief, Jenny B. Fine.
'We're thrilled to be here again!' Blandino exclaimed, capturing the excitement of their return to the beauty scene. He expressed deep affection for the community, believing that through cosmetics, they could genuinely make a difference in the world. 'It might seem over-the-top to some,' he admitted, 'but we honestly help boost people's confidence. The way you carry yourself in life is deeply shaped by how you view your reflection in the mirror.'
For beginners wondering about this, think of it like this: Beauty products aren't just items on a shelf; they can be tools that empower you, much like a favorite outfit that makes you feel ready to conquer the day. Blandino emphasized that keeping that intimate, heartfelt bond with customers is what fuels their passion. 'Entrepreneurs infuse brands with personality and warmth,' he explained, 'and it's crucial to protect that. When big investors or corporations acquire smaller companies, they risk losing that magic—otherwise, they're just purchasing a color palette and a symbol.'
Johnson chimed in, highlighting their full ownership of the company, which grants them total control. 'We hold 100 percent of it, so we're free to pursue our vision without restrictions,' he said. 'We've got that spark of determination to reinvent ourselves, stick to our principles, and return to the authentic ways we started.'
Though they adore the beauty industry, Blandino drew an interesting parallel to another field to illustrate their ultimate aim. 'Apple didn't pioneer computers,' he pointed out, 'but Steve Jobs infused them with emotion, weaving them seamlessly into our daily lives. You don't need to be superior in every way; you just have to stand out.' He reflected on the post-COVID boom, where beauty became oversaturated and driven by quick profits, leading to many impersonal labels. 'If you aim to build a lasting, impactful brand, it needs to have a pulse—a genuine heartbeat.'
And this is the part most people miss: Blandino described Polite Society as a step up in versatility from Too Faced. 'At Too Faced, we crafted products for special occasions—like hitting the dance floor or attending a celebration. Polite Society focuses on everyday essentials that perform reliably, becoming part of your routine.' For those new to beauty, imagine products that aren't flashy one-hit wonders but reliable companions that enhance your natural look day in and day out, without the hassle.
When it comes to creating new items, their approach leans heavily on intuition rather than cold statistics. Johnson explained that relying solely on numbers, like sales data, is like driving by looking backward. 'It's all about past achievements,' he said. 'How do you forge ahead into the future?'
Even unexpected hurdles, such as trade tariffs and economic strains, are tackled with the same instinctual mindset. 'We're keeping our prices steady,' Blandino assured. 'It's not a path everyone would choose, but that's where the true connection shines. I'm willing to absorb the hits and earn a bit less, ensuring you'll stick with us for the long haul.'
This independence is invaluable, and Blandino stressed they'd never seek outside funding. 'Give us freedom to soar, not burdens to weigh us down,' Johnson concurred. 'There should be a balanced approach when major players enter the scene, which could lead to success.'
Now, let's stir the pot a bit: Is Blandino right that beauty can genuinely alter self-worth, or is that just clever marketing hype? And what about their stance on avoiding acquisitions—could big investments actually amplify a brand's soul rather than diminish it? Do you agree that gut instincts trump data in innovation, or is that a risky gamble in today's fast-paced market? Share your thoughts in the comments below—we'd love to hear your take, whether you're nodding along or ready to debate!
