Estée Lauder Companies is reportedly exploring the sale of Too Faced , Smashbox , and Dr. Jart+ in a single package deal, as the beauty giant continues to reset its portfolio and focus on higher‑growth priorities.
The three brands are being quietly shopped to potential buyers at a combined price estimated in the low nine figures (roughly $100 million to $199.99 million ). What Estée Lauder is reportedly selling Industry sources indicate that Estée Lauder Companies has mandated advisers to gauge interest in Too
Faced, Smashbox, and Dr. Jart+ as a bundled transaction rather than three separate sales.
All three brands were once viewed as growth engines within the group, but sales momentum has slowed in recent years amid intense competition and shifting beauty trends. The brands span key categories and geographies: Too Faced in color cosmetics with strong roots in the United States, Smashbox in makeup and artistry, and Dr.
Jart+ as a South Korea‑born skincare label with global reach.
A sale would mark one of Estée Lauder’s most significant brand cuts since it began actively pruning its portfolio under its ongoing restructuring plan. Why these three brands are on the block The trio has struggled to sustain growth as consumer interest shifts from full‑glam makeup to skincare, hybrid formulas, and derm‑driven brands…
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