The Estée Lauder Companies (ELC) has completed its acquisition of Deciem. ELC first invested in the Canadian-based multi-brand company in 2017, increased its stake to become majority owner in 2021, and recently exercised its option to purchase the remaining interests in Deciem after a three-year period. The total investment approximates USD 1.7 billion over the three tranches.
Deciem is mostly known for its flagship brand, The Ordinary, which ranked top two in prestige skin care in its home markets of Canada and the U.S. and top four in France, Germany, and the U.K. during the quarter ended March 31, 2024.
In addition to The Ordinary, Deciem’s portfolio includes NIOD, a pioneer in tech-led skin science, and fragrance brand Avestan.
“In our seven years of partnership, Deciem has achieved impressive growth while continuing its core mission of reimagining effective, high-quality skin care for today’s diverse and sophisticated consumers. As a digitally native organization with a highly engaged following among millennial and Gen Z consumers, Deciem helps to strategically expand our skin care portfolio, and we believe there are many more exciting growth opportunities ahead,” said Fabrizio Freda, President and Chief Executive Officer, ELC.
