Too Faced posted on their instagram of their "special message" telling their 7.3 million followers that they're now a part of the Estee Lauder family. Estee Lauder is known for animal testing and for cruelty-free buyers, this can either be not a big deal or the worst thing to happen all month (or all year), in the cruelty-free community.
Too Faced was acquired for 1.4 billion dollars according to Women's Wear Daily. If you look at the post which can be viewed here, 90% of the comments are of upset, disappointed fans who have vowed to no longer support Too Faced due to their decision. Although in their video the co-founders Jerrod Blandino and Jeremy Johnson they reassure customers that they will "never, ever" test on animals and will still be cruelty-free.
Although this may be comforting for some, others like myself do not support brands that are owned by non-cruelty free companies. Whether or not brands are going to remain cruelty-free, I still feel I am supporting the parent company financially.
Now with this done, I am no longer supporting Too Faced. I am really losing hope in some companies, even Too Faced which I believed had very strong morals on animal testing. All we can do now is hope countries like China change their animal testing laws, and with this done, the beauty world would have no excuse to test on animals.