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When Too Faced launched its famed Better Than Sex mascara in 2013, it “changed the entire trajectory of the brand,” according to Somer Tejwani, the recently promoted svp and global gm for the brand. Tejwani worked at Too Faced then, too. In fact, she vividly remembers working on box copy for the volumizing mascara, which, 12 years later, is the No. 1 mascara in the U.S., according to Circana’s January 2024 to December 2024 report encompassing prestige mascara sales.
In recent years, the brand has expanded the franchise — a common strategy for a hit product. In 2016, it introduced a waterproof version of the product; in 2022, a brown shade; in 2023, Better Than Sex Foreplay, a mascara primer; and last year, Naturally Better Than Sex, a 98% naturally derived version of the cult product.
Now, it’s recognizing that not everyone wants a volumizing mascara. “We were a little too all about ourselves, …. [thinking] everyone wants volume and everyone’s obsessed with this hourglass-shape brush. Well, some people aren’t, and that’s OK,” Tejwani said. The brand’s response will be the March 21 debut of Ribbon Wrapped Lash Extreme Length Tubing Mascara ($29).
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English (US) ·