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Beauty Launches

Estee Lauder Cos. Decides Not to Sell Dr.Jart, Too Faced & Smashbox

According to new reports, ELC decided to keep each brand as they have distinct strengths and growth opportunities.

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By: Rachel Klemovitch

Assistant Editor

According to recent reports, Estee Lauder Companies (ELC) has decided against selling Dr.Jart, Too Faced, and Smashbox.

Rather than selling the brands, ELC has explored different strategic options and chose to restructure the brands’ operating models. These restructurings will help increase growth and profitability.

Too Faced will relocate its headquarters from Los Angeles to New York and join the company’s makeup cluster alongside MAC and Bobbi Brown with a significantly streamlined team. While no president has been named to oversee Too Faced, Lisa Sequino is currently the president of the makeup cluster that Too Faced joins. 

Smashbox will remain in Los Angeles with a smaller team, while Dr.Jart will continue to operate from Korea. According to LinkedIn, Ye Jin Kim, vice president of global brand lead and creative, has overseen Dr.Jart for over four years.

Also, Origins will move under Deciem to benefit from its digital-first operating model. 

Estee Lauder Cos Increases Its Restructuring Costs

More Job Cuts from Estee Lauder Cos.

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