Too Faced built a loyal fanbase on playful product names and feminine storytelling, using the Better Than Sex mascara as a perennial paid media anchor.
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See all ads on AdLibrary →Too Faced is a cosmetics brand founded in 1998, acquired by Estée Lauder in 2016. Famous for Better Than Sex mascara and whimsical holiday collections, it operates DTC via toofaced.com alongside Sephora and Ulta. Also searched as Too.
Too Faced's advertising leans heavily on the brand's playful voice and product naming conventions. Better Than Sex mascara ads use bold, punchy copy that stands out in feed. Holiday collections get cinematic campaign treatment with nostalgic aesthetics. See Too Faced's ads on AdLibrary to see how they balance humor-driven awareness with conversion-focused mascara SKU ads.
Instagram Reels and Stories carry the bulk of Too Faced's awareness spend, with dramatic mascara before/after videos performing strongly. Facebook runs retargeting for holiday gift sets timed to Sephora sale events. The brand uses influencer seeding to generate authentic mascara reviews that feed into paid ad creative.
Copy themes center on playfulness, femininity, and indulgence. Product names do heavy lifting—'Better Than Sex' requires no explanation. Holiday copy leans into gifting and self-reward narratives. Cruelty-free and vegan claims appear consistently in all product creative.
Too Faced demonstrates the long-term ROI of bold product naming. Better Than Sex mascara has been a top-selling mascara for over a decade largely because the name is inherently shareable and memorable. Marketers can learn that naming is a marketing asset—it reduces paid media dependency when word-of-mouth is built into the product identity.
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