Estée Lauder to Retain Too Faced, Smashbox and Dr.Jart+ as It Restructures Brand Operations

On July 13, it was reported that the Estée Lauder Companies had decided to retain Too Faced, Smashbox, and Dr.Jart+ rather than sell the three brands.

While the company never formally announced that the brands were for sale, it had confirmed that external advisers were engaged to conduct a comprehensive review of its portfolio and evaluate a range of internal and external strategic options.

According to an internal memo reviewed by WWD, Estée Lauder has chosen to redesign the brands’ operating models based on their individual strengths, market conditions and growth opportunities, rather than divest them. The company confirmed the information contained in the memo but declined to comment further.

Summary

Stéphane de La Faverie, president and chief executive officer of the Estée Lauder Companies, explained the decision in the internal memo.

“Over the past year, we shared that we engaged advisers to conduct a comprehensive review of our portfolio. Throughout that process, we evaluated a range of strategic options, both internal and external, for some of our brands. As we looked ahead, one thing became clear: our brands have different strengths, consumer positioning, competitive dynamics, and growth opportunities, requiring tailored business models to help them accelerate innovation, strengthen consumer connections, and unlock long-term growth.”

“By adopting the speed, agility, and entrepreneurial mindset of successful beauty indies, we are evolving how we operate.”

A Different Operating Model for Each Brand

Too Faced will relocate its operating base from Los Angeles to New York, where it will be managed within Estée Lauder’s makeup cluster alongside brands including M·A·C and Bobbi Brown. The brand will operate with a significantly smaller team and sharpen its positioning toward Gen Z consumers.

Smashbox will remain based in Los Angeles but transition to a more streamlined organization. The new structure is intended to improve operating efficiency and allow the brand to respond more quickly to shifts in the market.

Dr.Jart+ will continue to be headquartered in Korea, with a renewed focus on product innovation and selected categories and geographic markets.

“Operating with a leaner, more agile structure will enable the brand to innovate more quickly, respond faster to evolving consumer trends and compete more effectively,” the memo stated.

Origins Moves Under Deciem

Origins will also move to a new operating structure. The skin care brand will be placed under the management of Deciem, giving it access to the incubation model that has supported the growth of The Ordinary.

Estée Lauder acquired the remaining shares of Deciem in 2024, making the company a wholly owned subsidiary. By drawing on Deciem’s digital-first operating model and agile organizational structure, the group aims to accelerate the growth of Origins.

WWD also reported that the restructuring is expected to result in job losses across the affected brands. However, the total number of positions involved and the timing of the reductions have not been disclosed.

An Extension of “Beauty Reimagined”

Under its “Beauty Reimagined” strategy, announced in 2025, the Estée Lauder Companies has been working to simplify its organizational structure and accelerate decision-making.

The latest restructuring reflects that broader direction. Rather than managing every brand through a uniform framework, the company is shifting toward operating models tailored to each brand’s consumer base, competitive environment, and stage of growth. Instead of shrinking its portfolio through divestitures, Estée Lauder aims to strengthen brand value and support long-term growth by creating leaner, more agile organizations.

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