The Estée Lauder Company (ELC) will expand its investment in the company behind fast-growing skin care brands The Ordinary and NIOD, and establish terms for full ownership in three years.
Known as “The Abnormal Beauty Company”, DECIEM is an industry disruptor with a consumer-focused approach. Estée Lauder has announced that it has entered into an agreement to increase its investment in the company from approximately 29 per cent to 76 per cent. The agreement is expected to close in the quarter ending June 30, 2021. Following this, ELC has agreed to purchase the remaining interests after a three year period.
“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. The company’s hero products, desirable innovation, and digital- and consumer-first high-touch approach have been instrumental to its success.”
DECIEM’s portfolio currently encompasses six brands, including The Ordinary, an internationally popular skin care brand with impressive community- and referral-driven buzz reflecting a deep connection with its global consumer base of skin care devotees.
