Too Faced Cosmetics is a vibrant brand known for its playful makeup products and creative campaigns. A quick scroll through their social media makes it clear they prioritize an active, attention-grabbing presence. 

The brand uses a mix of organic posts and paid advertisements which allows them to create an engaging presence on social media that feels authentic yet professional.

Balancing Organic and Paid Content

Their organic content includes tutorials, product close-ups, and posts highlighting creators and consumers who use their products. This gives their platforms an glamorous, approachable, and community-focused vibe. The comments on their organic posts show high engagement, with fans asking questions, leaving reviews, or simply just hyping up the products.

On the paid side of things, Too Faced frequently uses targeted ads for new product launches or sales. These ads often feature influencers showcasing how the products work in real-life settings. The videos feel polished but still playful, which matches their brand’s personality.

The balance leans slightly toward organic posts, but the paid campaigns ensure they reach a broader audience, especially during big events like Black Friday or a new collection drop.

Currently Too Faced is running paid ads particularly on Instagram featuring macro-influencers trying out different products of theirs. The influencers are seen showing the products and the different variations they come in, followed by what the products look like on, and their opinions of it. Too Faced has multiple videos like this spread throughout their page with their shop attached to the video for instant access. 

Metrics That Matter

Too Faced’s engagement regarding social media is their key to success. Based off of insight from The Marketing Campaign Playbook by Sharon Lee Thony, brands like Too Faced thrive by prioritizing metrics that strengthen relationships with their audience. Engagement metrics such as likes, comments, shares, and saves show that followers are actively interacting with their content. On Instagram, posts highlighting user-generated content or behind-the-scenes footage often receive thousands of likes and hundreds of comments, reflecting their community centered approach.

Another important metric for Too Faced is shareability. As mentioned in The 21 Essential Social Media Metrics You Must Track for Success in 2024 by Chloe West, shares increase organic reach, extending the brand’s visibility without additional cost. Too Faced’s use of trending TikTok sounds and Instagram Reels encourages followers to share content with their friends and followers, further expanding their audience, as well as using familiar faces (influencers) testing out their products. According to Statista, between January and September of 2023, “#toofaced” was the 5^th most viewed beauty brand with an 8.5% share of viewers. 

Paid campaigns, however, focus on reach and conversions. Metrics like click-through rates (CTR) and video views help Too Faced track the effectiveness of their ads. For example, carousel ads that show multiple products such as lip gloss, mascara, or eyeshadow invite users to explore and take action, aligning with their goal of driving product discovery and sales. This also applies to the “Shop” feature tagged in these posts. According to similarweb, in December of 2024, Too Faced’s website had 523.5k total visits. 

Final Thoughts

In my opinion, Too Faced Cosmetics is a great example of how to mix organic content with strategic social media tactics. By focusing on engagement, shareability, and follower growth, they’ve built a social media presence that’s both approachable and effective. 

However, there is always room for improvement. Too Faced should double down on their TikTok presence. The brand seems to be primarily focused on Instagram. TikTok is the perfect platform for creating lasting and loyal connections with their audience and potential consumers. By fostering interactions and expanding their platform strategy—Too Faced could see double the metrics they are seeing now. 

Too Faced has created a cohesive and immersive social media presence but with a few tweaks, the brand could transform itself into an industry-leading cosmetic company, setting a new standard for beauty brands everywhere.

References

Instagram: Most-Viewed Beauty Brands 2023 | Statista, http://www.statista.com/statistics/1447548/instagram-post-view-beauty-brands/. Accessed 27 Jan. 2025. 

Similarweb.Com, http://www.similarweb.com/website/toofaced.com/#traffic. Accessed 26 Jan. 2025. 

The Marketing Campaign Playbook by Sharon Lee Thony.

West, Chloe. “The 21 Essential Social Media Metrics You Must Track for Success in 2024.” Social Media Marketing & Management Dashboard, 7 Jan. 2025, blog.hootsuite.com/social-media-metrics/.