Estée Lauder will retain Too Faced, Smashbox, and Dr.Jart+ following a comprehensive portfolio review. The company rejected potential sales in favor of a restructuring plan to foster long-term growth. This initiative is part of the broader Beauty Reimagined strategy.
The restructuring introduces agile, entrepreneurial operating models tailored to each brand. Too Faced will relocate from Los Angeles to New York to join the company’s makeup cluster. Smashbox will remain in Los Angeles under a leaner organizational structure.
Dr.Jart+ will maintain its current base in Korea. Additionally, the company will move the Origins brand under Deciem management. This shift leverages the successful operational model used by The Ordinary.