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Published February 24, 2021
Published February 24, 2021

Estée Lauder agreed to pay $1 billion to increase its stake in Deciem, giving the skincare brand an enterprise value of $2.2 billion.

WHO: A Canadian-based, vertically integrated, multi-brand company, known as “The Abnormal Beauty Company,” Deciem is an industry disruptor with a consumer-focused approach. It was founded in 2013 by the late Brandon Truaxe, a visionary who set out to change the beauty industry through authenticity and transparency. Deciem’s portfolio currently encompasses six brands, including The Ordinary, an internationally popular skincare brand with impressive community- and referral-driven buzz reflecting a deep connection with its global consumer base of skincare devotees. Deciem’s range of “functional beauty” brands and products are sold primarily through Deciem-owned and retailer e-commerce sites and specialty-multi stores, as well as its own freestanding stores, primarily in the United States, United Kingdom, and Canada.

IN THEIR OWN WORDS: “Over the last four years, we have built a truly special long-term partnership with the incredible Deciem team, and we are excited for what the future holds,” said Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder Companies Inc. “Deciem is an exceptional company. Nicola and her team have built and cultivated authentic brands with highly effective, must-have products using a vertically integrated model, and have fostered a uniquely transparent and engaging communication style. The company’s hero products, desirable innovation, and digital- and consumer-first high-touch approach have been instrumental to its success.”

“Brandon dreamed of ELC being the forever home for Deciem, and we are truly humbled to achieve his vision today,”said Nicola Kilner, Deciem CEO and co-founder. “Prudvi, Stephen, our team and I will continue to build on Brandon’s creation, and we thank ELC for their continued commitment to our vision and future.”


  • ELC raised its stake in Deciem to 76% from 29% with a full purchase of the brand planned after three years.
  • The amount to be paid by ELC at closing is approximately $1 billion, reflecting a total enterprise value of approximately $2.2 billion for the First Phase.
  • Several Deciem executives will retain ownership during the next three years.
  • Upon closing the First Phase, ELC expects to have a non-cash gain on its initial investment. Excluding this gain, Deciem’s net sales and earnings are expected to have a negligible impact on ELC’s fiscal year 2021 consolidated results.
  • Deciem had sales of $460 million in the year ended January 31, 2021.
  • Estée Lauder invested an undisclosed amount in the company in June 2017.
  • Co-founder and CEO Nicola Kilner now leads Deciem working closely with Prudvi Kaka, Chief Scientific Officer, whose in-house team of biochemists lead innovation across Deciem’s brands, and Stephen Kaplan, Chief Operating Officer.
  • Kilner will report in to Stéphane de la Faverie, Group President at Lauder.
  • Perella Weinberg Partners served as financial advisor to The Estée Lauder Companies Inc., while Lowenstein Sandler LLP and Osler, Hoskin & Harcourt LLP served as legal counsel.
  • The other owners of Deciem received financial advice from Baylor Klein Limited, Fasken Martineau DuMoulin LLP acted as joint counsel for the selling shareholders, while each of Farris LLP and Gowling WLG (Canada) LLP acted as independent counsel, in each case, for one of the selling shareholders. Blake, Cassels & Graydon LLP acted as corporate counsel for Deceit Beauty Group Inc.
  • Gowling WLG (Canada) LLP acted as counsel in representing Deciem’s operational interests.

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