Estée Lauder Planning to Sell Too Faced, Smashbox, and Dr. Jart+ as a Package

a South Korea‑born skincare label with global reach.

A sale would mark one of Estée Lauder’s most significant brand cuts since it began actively pruning its portfolio under its ongoing restructuring plan.​ Why these three brands are on the block The trio has struggled to sustain growth as consumer interest shifts from full‑glam makeup to skincare, hybrid formulas, and derm‑driven brands.

Once‑viral names that leaned heavily on social media hype have found it harder to keep pace with newer, faster‑moving competitors and changing shopping habits.​ At the same time, Estée Lauder Companies has been under pressure to repair margins and reignite top‑line growth after supply chain challenges, a slow recovery in China, and uneven category performance.

Selling underperforming or lower‑priority assets would free up capital and focus for core franchises such as Estée Lauder, MAC, La Mer, Jo Malone London, and Tom Ford Beauty.​ The price tag and what buyers might see The three brands together are being marketed in the “low nine figures,” suggesting a steep discount to earlier expectations baked into prior acquisitions—particularly around Dr…