TooFaced is a cruelty-free make-up cosmetics brand, which was established by Estée Lauder in 1998. The company distributes its products through the online store, which offers delivery service across North America, Mexico, and the United Kingdom.
The visual identity of the luxury cosmetic brand is based on a sophisticated logotype, executed in a tender and elegant color palette.
The baby-pink background and the black inscription create a sense of style and luxury, evoking a tender and kinds feeling. This color combination also brilliantly reflects the company’s nature and purpose — helping in getting a perfect skin tone and making all the ladies beautiful.
The icon of the brand uses the same style and colors — the black “TF” monogram is placed on a pink square. The symbol is memorable and well-recognizable across the globe.
Sometimes the company uses a classic monochrome palette. For its website and packaging. And this color scheme elevates the visual identity, making the logotype an example of timeless elegance.
The wordmark of the make-up brand is executed in an old-style scrip typeface, which is close to Roundhand family font, but with some lines modified. The distinct curves of the letters are elongated and have elegant playful tails.
Both letters “T” and “F” have a delicate loop on their tops and replicate each other’s shapes, which adds symmetry and harmony to the whole logo.
The manufacturer and retailer of cosmetic products were established at the end of the 1990s and by today has become one of the most popular brands in the organic make-up segment.
The online store offers a full selection of make-up products, including foundations, eyes, and lips cosmetics and accessories. Along with decorative products, the company offers skincare goods, such as moisturizers and treatments and everything for skin preparation to make-up.
The e-commerce platform ships the orders across North America, Mexico, and the United Kingdom, and has a complimentary delivery service throughout the USA for all the purchases over $50.
Being a part of Estée Lauder Group, the brand provides all the necessary information about its products, accenting on the quality of ingredients and benefits of cruelty-free cosmetics.
There are also various tutorials on how to use all the products of the company and the customers’ reviews, which can be very useful.