For Beauty Packaging’s special March issue featuring Color Cosmetics Packaging, I had an exclusive opportunity to ask the legendary Jerrod Blandino, co-founder of Too-Faced Cosmetics (with co-founder Jeremy Johnson) about past and current trends in the Color category.
The two visionary makeup moguls founded Too-Faced in 1998, and sold the brand to The Estée Lauder Companies in 2016 for $1.45 billion. They completely departed Too Faced in July 2022, and with “beauty blood” still in their veins, the partners launched their new makeup brand, Polite Society, in 2023. Blandino serves as Co-Founder & Chief Creative Officer.
Here’s what Blandino shared about the brand’s mission to redefine clean beauty, his favorite Polite Society packaging designs, why their ‘TikTok-famous’ “egg” packaging foundation went viral—and what will dictate the future of color cosmetics packaging.
Jamie Matusow: What trends is Polite Society responding to in the color cosmetics category—in general and, specifically, regarding packaging?
Jerrod Blandino: At Polite Society, we’re all about redefining clean beauty for people who want it all—high-performance, bold color, and clean, vegan, cruelty-free formulas. Our focus is on filling the whitespace for beauty lovers who care about the planet but don’t want to sacrifice style or quality.
That’s why our eco-friendly packaging is as chic and functional as it is sustainable. We’re just hugging trees in stilettos, not Birkenstocks!
We’ve designed portable, travel-friendly products that fit the fast-paced, on-the-go lifestyles of today’s beauty junkies. No mess, no fuss—just instant results that make you feel fabulous.
JM: Any particular packaging features?
JB: Our packaging is all about blending glam and functionality—because beauty should look as good on your vanity as it does on you! We’ve gone for sleek, modern designs with smooth lines that feel luxe in your hand, paired with our signature marshmallow matte pastels for that perfect pop of pretty. It’s minimalism with a touch of retro elegance—chic, playful, and totally Polite Society.
Polite Society’s ‘More Than Just a Pretty Face’ Foundation went viral on TikTok
JM: What’s one of your favorite color cosmetics packages you have recently produced?
JB: One of my absolute favorite designs has to be our TikTok-famous “egg” foundation, “More Than a Pretty Face.” There’s a reason it went viral—the unique egg-shaped bottle is smooth, rounded, and fits perfectly in your hand.
The egg is such an iconic shape, symbolizing new beginnings, which is so meaningful as my husband and I re-enter the beauty world after selling Too Faced to Estée Lauder. We carried this shape into our “B.I.G. Mouth Lip Plumper” and “Greatest Lashes of All Time Mascara”—because who needs cylindrical tubes rolling off the counter?
Another design I’m obsessed with is the innovative side handle on our eyeshadow palettes. This vertical platform gives you the perfect grip while the palette is open, letting you focus on your artistry without worrying about smudging your shadows or fumbling with the palette. It’s chic, functional, and solves problems you didn’t even know you had!
JM: What does the future look like for color cosmetics packaging?
JB: The future of color cosmetics packaging is all about sustainability. I think we’ll see more brands stepping up with eco-friendly designs that use cutting-edge technology alongside tried-and-true planet-friendly materials.
Think glass bottles and recycled components replacing traditional plastics for everything from lip gloss and mascara to foundation. It’s a shift that’s not just necessary—it’s exciting, because it challenges us to innovate in ways that are better for the planet and just as beautiful for the consumer.
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