TOO FACED IN PLAY?: Too Faced, one of the original indie cosmetics brands of the Nineties, is on the market to be sold and has entered the bidding process, according to reports circulating through the market.

One of the bidders is Estée Lauder, along with a number of private-equity players. Too Faced was  founded in  1998 by Jerrod Blandino and Jeremy Johnson, and in 2012, Western Presidio bought a majority stake. Sales of the Irvine, Calif.-based cosmetics brand, whose price points range from $17 to $49, has been estimated at $150 million at retail annually.

Sources with knowledge of the current talks indicate that bids are running from $450 million to $500 million. A spokeswoman at Lauder declined comment. A Too Faced spokeswoman also had no comment.

The company has a global distribution of 3,000 doors globally, with 25 percent overseas. Its top retail accounts are Sephora, Ulta and HSN.