The Canadian company Deciem Beauty Group, which owns the makeup line The Ordinary, has been acquired by Estée Lauder, which is known for brands including La Mer, Clinique, and Tom Ford Beauty.
The Estée Lauder organization became the primary stakeholder of Deciem in 2021 after making an initial investment in the company in 2017. After a three-year period, the group has finally acted on its option to buy the remaining shares.
The remaining stakes were acquired by the Estée Lauder Group on May 31, 2024, for an estimated $860 million (€790 million), utilizing available cash. The group claimed in a press release that the overall investment, net of cash, is around 1.7 billion dollars divided among the three tranches.
The Ordinary placed among the top two skincare brands in the United States and Canada as well as among the top four in France, Germany, and the United Kingdom in the first quarter of 2024. Deciem was co-founded in 2023 by Brandon Truaxe, who passed away in 2029. Nicola Kilner is the company’s manager.
With its 23/24 fiscal year coming to a finish on March 31, Estée Lauder announced a 5% increase in revenues to $3.94 billion (€3.69 billion) in the third quarter. Nonetheless, the organization anticipates a 2%–3% decline in yearly revenues.
