Jerrod Blandino on the $1.45 Billion Too Faced Sale He Never Planned to Make

Jerrod Blandino (0:00)

It wasn't what I thought it was going to be, and I thought we were going to get wings and we got weights. I don't know, knowing all that, if I would have made the same choices that I made.

G-L-A-M, Gloss Angeles.

Kirbie Johnson (0:23)

Does $1.45 billion mean anything to you? Estee Lauder Companies bought Too Faced in 2016 for this amount, the company's largest acquisition at the time.

Sara Tan (0:34)

The massive success of Too Faced is a result of co-founder and former chief creative officer Jerrod Blandino.

Jerrod and Jeremy, his co-founder and partner, left Too Faced in 2022, but they couldn't leave the industry forever. They're back with three-year-old brand, Polite Society. And today, Jerrod joins us to talk about what really happens when your brand is acquired and shares details he's never shared before about the reality of giving your brand to a conglomerate and also his regrets.

Kirbie Johnson (1:02)

Oh my gosh.

Almost 600 episodes, seven years. Jerrod Blandino, you've never been on Gloss Angeles. Like I said earlier, it's a hate crime.

Jerrod Blandino (1:10)

I know. It's literally crazy because in my mind, I have been.

Sara Tan (1:14)

Well, say, in my mind, you've been on many times.

Jerrod Blandino (1:18)

How did this happen?

Kirbie Johnson (1:19)

Well, we just talk about you a lot. So you've been here in spirit.

Jerrod Blandino (1:22)

Listen, I've had things burning on me in the ears and otherwise. So I assume someone's been saying something. Ears and otherwise.

Sara Tan (1:29)

You've also been very busy. So. Yeah.

Kirbie Johnson (1:32)

Yeah, just creating another brand.

Jerrod Blandino (1:34)

Huge brand. I know. Guys, 24 hours after my non-compete ended, I didn't even take a day off.

Kirbie Johnson (1:40)

Okay.

Jerrod Blandino (1:40)

Yes. I want to talk about that.

Kirbie Johnson (1:43)

Absolutely love to hear some people like that. Okay. Before we get into all of the questions we have for you, as a founder, we want to know, what are the five most important things you use on a daily basis? And it doesn't have to be beauty related.

Jerrod Blandino (1:57)

A sound machine, because I honestly learned that I live on the ocean, actually, believe it or not, but having a consistent sound helps me because I'm not a good sleeper. I'm one of those people who like can fall asleep and then I wake up immediately and that's not a good thing. So let's say sound machine, my diamond junk jewelry cleaner that I made for myself because I like to sparkle, but I also like to be clean. And I use that religiously every single day.

I can't live without it. And the reason I even brought it to the market is because I want it to exist. Sunscreen, and I know there's a lot of controversy about that right now, but I absolutely believe in sunscreen, especially when you're pale like I am, and you know, it's more dangerous. My sister was diagnosed with forced-age melanoma. It was like 22 years ago. She's a miracle. But I learned, you know, how dangerous the sun can be. So I'm religious about that. I floss. So I'm going to say my floss.

I'm a flosser.

Kirbie Johnson (2:48)

Do you have a favorite?

Jerrod Blandino (2:49)

I do. I mean, this is so basic, guys, and I've tried everything. It's so gross and basic, but I like the glide.

Kirbie Johnson (2:54)

Yeah.

Jerrod Blandino (2:55)

You know, it works. It serves.

Kirbie Johnson (2:57)

Totally.

Jerrod Blandino (2:57)

Like sometimes you don't need all the, I've done it all.

Kirbie Johnson (3:00)

It's easy to get.

Jerrod Blandino (3:01)

It's easy to get. It totally delivers. And I'm going to say my French rose milk and, oh, and my new Love It Lip Balm. Sorry I added two, but there are two things that give me hydration, give me a glow, give me healthy skin.

And of course, this is my Love It Lip Balm that I have right here and I use it constantly.

Kirbie Johnson (3:18)

So the milk, can you describe a little bit more about what that is and why you created it? Yeah.

Jerrod Blandino (3:23)

Oh, there's another thing. Can I have seven? My husband and I, Jeremy, listen to Jesus Calling every single day to get our day started. And we've done it for going on seven years.

Kirbie Johnson (3:33)

Wow.

Jerrod Blandino (3:34)

Every single day.

Kirbie Johnson (3:35)

Why? What got you into that in the first place?

Jerrod Blandino (3:37)

You know, I learned very quickly through my life that I can't do this alone and it's too heavy. And there are moments where I don't even know how I'm going to move to the next moment. And I learned to start, just pray, say like, God, I don't understand this, but I trust you. Let's just move to the next spot. Like, that's all you have to do is move to the next spot. It's about trust. And it really does help us set ourselves in the right headspace for the day so that I can also be of service to other people and the people who work for me and the people who buy our products and kind of keep my intention always kind of in focus.