Estée Lauder's Too Faced brand has produced its first advertising campaign built with generative AI, using tools from Adobe, according to a report by Retail Brew.

The campaign centers on the brand's Born This Way product line. Too Faced creative teams used Adobe's generative AI capabilities — part of the Firefly family of tools — to produce visual assets for the campaign rather than shooting every element traditionally or building everything by hand in post-production.

For a beauty brand that leans heavily on bold, playful visuals, the shift matters. Too Faced products are known for distinctive packaging and colorful marketing, and producing that imagery at campaign scale normally requires extensive photography and retouching work. Generative AI tools let the team create and iterate on product-adjacent visuals faster than the conventional route.

Adobe has positioned Firefly as a commercially safer bet for brands than consumer-grade image generators, because it is trained on Adobe Stock and other licensed content. That argument appears to have carried weight with a large consumer group like Estée Lauder, which owns Too Faced and has legal and brand-safety reasons to avoid AI output with murky training-data provenance.

The move fits a broader pattern in retail marketing. Beauty and fashion brands have been among the earliest adopters of generative AI for advertising creative, drawn by the volume of assets modern digital campaigns demand — dozens of format variants for social platforms, retail media, and e-commerce listings, each with different aspect ratios and localized copy.

Retail Brew's reporting walks through how the Too Faced team approached the workflow with Adobe: generating and refining campaign imagery, then integrating the AI-produced elements into finished ad materials. The result is a shipped campaign, not a pilot or a concept demo — a distinction that matters in a category where much of the AI talk remains aspirational.

For Adobe, an Estée Lauder brand shipping a real campaign on its stack is a usable proof point. The company has been racing enterprise software vendors and model developers to lock in brand customers for generative creative tools, and beauty is one of the spending categories where marketing budgets run deep.

No financial terms of the Adobe–Estée Lauder arrangement were disclosed in the report, and Too Faced did not publish metrics on production cost savings or turnaround times for the campaign.

Estée Lauder has been experimenting with AI beyond ad creative as well, exploring applications across its portfolio of brands for everything from product development insights to consumer-facing tools.

The Too Faced campaign stands out mainly for being a first: a major beauty brand inside a large public company putting generative AI assets into market under a known product franchise. Expect more of this. The open question — whether AI-assisted campaigns measurably outperform conventional ones on sales — remains unanswered here, as it does across most of the industry.