Estée Lauder explores sale of Too Faced, Smashbox and Dr. Jart

The Estée Lauder Companies is understood to be weighing a potential package sale of makeup brands Too Faced and Smashbox alongside Korean skincare brand Dr. Jart.

The three brands have been shopped to prospective buyers at a combined price estimated in the low nine figures, two sources told The Business of Beauty.

If completed, the sale would mark another step in Estée Lauder’s efforts to streamline its brand portfolio following a downturn in sales and job cuts last year.

Too Faced and Smashbox, both makeup-focused labels, have faced headwinds as colour cosmetics demand has softened and competition intensified.

Dr. Jart, acquired by Estée Lauder in 2019, helped bolster the company’s presence in Korean skincare, but sources suggest the group is reassessing how the brand fits within its long-term growth strategy.

Divesting the trio could make the conglomerate more agile while freeing up capital to invest in other strategically aligned brands.

The Estée Lauder Companies is an American manufacturer of prestige skincare, makeup, fragrance and hair care products.

Founded in 1946 by Estée Lauder and her husband Joseph Lauder, the company began producing cosmetics in New York and has since grown into one of the world’s largest beauty groups.

Today, the business owns a diverse portfolio of brands, including MAC Cosmetics, Clinique and Jo Malone London, among others.

The potential sale of Too Faced, Smashbox and Dr. Jart underscores the company’s broader push to restore profitability through new product launches, tighter cost control and structural changes.

TheIndustry.beauty has approached The Estée Lauder Companies for comment.