Jerrod Blandino Is Baking Up Two New Brands in His Toy Box Brands Incubator
Jerrod Blandino, co-founder of Too Faced Beauty, snagged a whooping 1.45 Billion From Estee Lauder for his beauty brand Too Faced Cosmetics back in 2023 and now it appears he’s using some of that to create a new incubator called Tox Box Brands.
As you know a business incubator helps startup companies and individual entrepreneurs to develop their brands and businesses by providing aid with management training, office space, and ending with venture capital. According to the Toy Box Brands’ website, Blandino and Johnson are committed to bringing a “clean” and “eco-friendly” work ethos with the brand’s they back. JJerrod is quote as saying, “We vow to do better for ourselves, you, animals and our planet without sacrificing performance.”
Although, their brands seem off to a rocky start with a jewelry cleaner?!? Yup, Diamond Drunk is a new “non-toxic scented beauty ritual for your precious gems”. At $75 per scent this is one expensive jewelry cleanser! And I gotta admit it’s confusing to me it’s scented. Who needs scented jewelry cleanser? They have four fragrances launching which are rain, rose, fruit, and lemon drop.
But hey, on to the beauty…!
They’ll also be a new beauty brand available called Policy Society launching at Ulta starting August 27th which will be a smaller collection that features a blush palette, mascara, and lipgloss with prices ranging from $27-42.
These are two of the first brands to join Too Box Brands. We’ll have to see what other new brands pop up in the future. with Toy Box Brands backing them. I’m not sure any of this looks terribly promise at the moment so, we’ll have to keep our eyes out for what happens next. Personally, I find the beauty market heavily saturated. I also, think it needs a really hard reboot. It’s difficult coming up with fresh, new, and unique ideas in this market. That being said, with the birth of Tiktok, beauty is still having a very viral moment. I’m not sure if brands like Polite Society and Diamond Drunk will be something that creates enough buzz to get Tiktok hyped up but you can never tell what will go viral. I’ve seen some pretty interesting things go viral when a Tiktoker starts endorsing how great it is. So, it may not be of interest of me but that doesn’t mean others won’t want to dive into this!
What do you think of these two new brands?