Estée Lauder completes $1.7b acquisition of DECIEM
The Estée Lauder Companies Inc. has finalised its acquisition of DECIEM Beauty Group Inc., a Canadian multi-brand company known for its flagship brand, The Ordinary.
The deal, completed on 31 May, involved a cash transaction of approximately $860m, bringing ELC’s total investment in DECIEM to $1.7b since 2017.
DECIEM, known as “The Abnormal Beauty Company,” has been a trailblazer in ingredient transparency and rapid market response. The Ordinary has gained a strong following for its affordable, effective skincare products. As of 31 March, it ranked in the top two for prestige skincare in Canada and the U.S., and top four in France, Germany, and the U.K.
The Ordinary is one of ELC’s scaling brands, with net sales between $500m and $1b. In the past two years, ELC’s international expertise has helped The Ordinary expand into markets like India, the Middle East, and South Africa. The brand has also increased innovation, launching popular products such as the Multi-Peptide Lash and Brow Serum, Multi-Peptide Eye Serum, and Soothing & Barrier Support Serum.
“As a digitally native organisation with a highly engaged following amongst 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,” he added.
Retail Asia
Related news
Beiersdorf To Develop Anti-Ageing Solution With Rubedo Life Sciences
Skincare giant Beiersdorf has entered into a multi-year partnership with…
Read more >The real anti-aging wonder drug! – A one-step, budget-friendly solution for slowing down aging
One of the essential and key steps in conscious skin…
Read more >Katjes sells stake in porridge business Haferkater back to founders
Katkes backed Haferkater via its investment arm Katjesgreenfood seven years…
Read more >Related news
More and more thoughtful AI developments are taking place
Az innovációban élenjáró és a digitális átállást kiemelten kezelő cégeknél…
Read more >KSH: the number of guest nights increased by 13 and the number of guests by 18 percent in May compared to a year earlier
In May 2024, 1.6 million guests spent 3.7 million guest…
Read more >Community built around production?
Community Supported Agriculture (CSA) is an increasingly popular sustainability concept.…
Read more >