The Estée Lauder Companies will retain and restructure Too Faced, Smashbox, and Dr.Jart after concluding a strategic review of potential sales. Management determined that tailored business models offer better growth opportunities for these brands than divestment.
Too Faced will relocate its headquarters to New York to join the company’s makeup cluster alongside MAC and Bobbi Brown. This transition includes a reduction in team size. Smashbox will continue to operate from Los Angeles under a streamlined organizational structure.
Dr.Jart will remain based in Korea. Estée Lauder is also integrating the Origins brand under Deciem to leverage its digital-first operational model. These changes aim to create an agile, entrepreneurial structure to foster innovation and strengthen consumer connections.