Too Faced True You
PROJECT TYPE: Conceptual packaging
TOOLS: Photoshop
Though Too Faced gained a cult following from viral products like the Better than Sex mascara and Lip Injection Gloss, this once iconic brand has lost relevance in recent years. Namely, the company struggles to keep up with rapidly changing consumer trends and preferences.
See Too Faced’s current look
The current makeup trend of the “clean aesthetic” has soared in popularity on Instagram and TikTok, with #cleangirl surmounting over 50k posts and 1 billion views. The look calls for natural, glowy skin (as if just cleaned) and minimal hints of mascara, blush, and lip color. It allows users to enhance their features while still looking like themselves—just slightly elevated.
The True You Line shifts from Too Faced’s current image of whimsical, provocative, and sparkly fun. Instead, it digs deeper to focus on self-love and feeling beautiful in one’s skin – essentially, being the “True You.” The products promote makeup as a practical tool to boost confidence, rather than a way to conceal imperfections.
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“Day Glow” Skin Tint
“Crush” Liquid Blush
“Smooch” Lip Oil
“Sun Kiss” Cream Bronzer & Eyeshadow
