Carnaby Street

_ Too Faced

Designing a beauty playground

Unimpressed with the state of the cosmetics industry in the 90s, founders of Too Faced stormed the market with a brand focused on unapologetic femininity. Quickly becoming a global sensation, the brand chose the exciting and eclectic Carnaby Street to launch their first flagship store in the UK.

2D Design
Creative Design
Spatial Design
Project Management


Instantly recognised by their playful branding and quirky product names, the physical manifestation of Too Faced could not be anything less than characterful. As the first UK flagship, the store would not only draw the attention of committed fans but become the educational playground for newcomers; directing us towards a strategy centred around storytelling and indulgent in-store experiences.

Disruptive from start to finish


Our concept became a juxtaposition of styles and textures, with a bit of ‘what the..?’ thrown in. It’s the subtlety of the Parisian townhouse meeting the Californian cool of Too Faced HQ, with the exuberance and glamour of the TF founders in the mix. Against the calm palette of pink and gold, the sequin selfie wall, the decadent chocolate palette and the almost loveable sweet peach stand out to delight and surprise. Disruptive from start to finish, just like the revered brand.


Opening its doors within the vibrancy of Carnaby, the store broke all records for an opening day on this street, capturing the hearts of many avid Too Faced fans – even those just looking for the chance to take a selfie with the bespoke sequined TF backdrop.

Ideas made possible.


“Working with D4R has been a tremendous experience. Too Faced is a very unique brand and from the very beginning the D4R team was very open to hearing us out and enthusiastic about bringing our brand’s true voice to life in a shop in shop environment. The team was very open to feedback and proposed creative solutions when faced with design challenges. Overall this has been a great journey and partnership. We feel now that D4R is an extension of our own team and we look forward to continuing our collaboration.”

Global Visual Merchandising Manager, Too Faced