Too Faced launches Fantasy Factory, focused on limited product drops

Twenty-five-year-old makeup brand Too Faced aims to send the message that it’s still a cool brand with the launch of its new product vertical, Fantasy Factory.

Fantasy Factory, which officially launches on February 14, is a limited-edition drop program that will roll out ultra-timely products available exclusively on Too Faced’s e-commerce site. The drop program will feature three to four products in limited quantities each year. Too Faced did not share how long the program will last.

According to Too Faced, the new program is an opportunity for the brand to return to its roots of not taking itself too seriously while also prioritizing trend-forward and innovative products. The brand’s bestselling Better Than Sex Mascara and the Born This Way collection have made it a makeup category standout.

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