Meet the TikTok Star Joining the Too Faced Family with Her Exciting New Launch
Sara Echeagaray Takes on Role as Too Faced’s First Creative Director in Residence
In a significant milestone for both the makeup brand Too Faced and rising TikTok star Sara Echeagaray, the 21-year-old Mexican-American creator has been appointed as the company’s first-ever Creative Director in Residence. Echeagaray’s journey from a viral sensation to a key influencer in the beauty industry marks an exciting moment for Gen Z marketing.
Echeagaray gained attention on TikTok for her humorous lip-syncing skits, particularly her playful take on Friends. Now, she is focusing her creative energies on developing authentic, relatable marketing strategies for the renowned makeup brand. "It’s about connecting with your audience instead of just being like ‘here’s the product all up in your face,’" she explained in an exclusive interview with Refinery29.
Her collaboration with Too Faced not only aligns with her passion for beauty but also reflects her genuine enthusiasm for the brand’s products. Echeagaray has organically featured Too Faced items in her social media videos, further validating her authenticity as a brand ambassador. She expressed particular excitement about her first product launch: the recently introduced Lip Injection Maximum Plump Gloss in the warm, inviting shade of Maple Syrup Pancakes.
Describing her creative process, Echeagaray emphasizes that the partnership nurtures both her personal experiences and her audience’s preferences. "It’s just so nostalgic to me because my parents would always make pancakes," she shared, explaining the inspiration behind the gloss’s scent.
Advice from Echeagaray extends beyond marketing; she remains true to her personality both online and offline. "I love staying home and just watching like X-Files," she mentioned, shedding light on her down-to-earth nature.
With the launch of Maple Syrup Pancakes, Echeagaray demonstrates that her vision will be an essential part of Too Faced’s evolving identity. This partnership not only reflects a shift towards more youthful, vibrant branding but also highlights the importance of authenticity in a competitive makeup landscape.
Echeagaray is poised to have a significant impact on Too Faced’s future, guiding the brand with her distinct Gen Z perspective. The implications of this collaboration extend beyond product launches, as Too Faced aims to cultivate a deeper connection with its audience through innovative and relatable marketing strategies.
