Too Faced

Shadow Insurance Anti-Crease Eye Shadow Primer

for $ 20.00
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Brand Overview

Stemming from the success of the original beige-colored Shadow Insurance Anti-Crease Eye Shadow Primer, Too Faced created three more versions including: Candlelight (sparkly, shimmery cream color), Lemon Drop (imparts a creamy yellow hue that is intended to neutralize redness but is too sheer to do so) and Glitter Glue (translucent cream formula that holds loose glitter and powders in place).

These eyeshadow primers work well to prevent fading and creasing. The smooth, dry finish is excellent for applying and blending shadow and permits shadows to wear beautifully for hours, except in the case of the Glitter Glue version. Glitter Glue has a tacky finish that does an excellent job of making loose powder eyeshadow or glitter adhere, but it can also result in a slightly uneven application that isn’t as easy to blend. Plus, the tacky finish doesn’t feel great on your eyelids and who wants to worry about that when they’re out and about?

  • Works well to prevent eyeshadow fading and creasing.
  • Smooth, dry finish enhances shadow application (with the exception of the Glitter Glue version).
  • Glitter Glue has a tacky finish that does an excellent job of making loose powder eyeshadow or glitter adhere to it.
  • Lemon Drop imparts a creamy yellow hue that is intended to neutralize redness but is too sheer to do so.
  • Glitter Glue can result in an uneven application and isn’t as easy to blend.

Jar Packaging: No
Tested on animals: No

Too Faced At-A-Glance

Too Faced is the brainchild of Jerrod Blandino, who got his start in the cosmetics industry as a department store makeup artist in the '90s. According to brand lore, Blandino's clients sought him out for his lighthearted, playful approach to beauty, which led him to create his own line. Soon he teamed up with business partner Jeremy Johnson, and launched Too Faced. The brand caught on quickly, getting distribution in stores like Nordstorm and Sephora.

Too Faced's biggest hook is its emphasis on a feminine persona that seeks to make beauty seem fun. There are several food- and scent-themed palettes, and many products bear trendy or cheeky monikers. The brand offers some top-notch performers, including some great powder products and its top-selling Better Than Sex Mascara, though there are some mis-steps as well (see our individual reviews for more information).

Note: In November 2016, cosmetics giant Estee Lauder bought Too Faced for $1.45 billion. Despite the fact that Estee Lauder sells products in China, where animal testing is in some cases required by law, Too Faced's founders say they maintain their commitment to no animal testing (and there are no plans so far to sell Too Faced products in China).

For more information about Too Faced Cosmetics call (949) 553-4431 or visit the Web site at www.toofaced.com.

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