Too Faced Cosmetics was created in 1988 and has earned the loyalty of many professionals in the beauty industry. They take a humorous, lighthearted approach to cosmetics and skincare. Boasting celebrity fans such as Madonna, Gwen Stefani, Jessica Simpson and Paris Hilton, the brand is well recognized and well loved.

One of the most popular and widely sought after is the Shadow Insurance Eyeshadow Primer. This creamy primer glides on eyelids before shadow and liner is applied, preventing smudging, creasing and fading. It evens out skin tone on the eyelids, preventing the common hormonal redness that women often have. "Shadow Insurance had made such a difference in my cosmetic life! I will NEVER be without it again!” – Emalie, Apothica Customer.

The Natural Eye Kit is also a popular product. It includes a large number of highly pigmented eye shadows, allowing a number of looks to come from the single palette. “These shadows are so pigmented and go on so silky. They last throughout the day and night with out ever needing to be touched up. Amazing!” – Kaitlan, Apothica Customer.