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.”
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