{"id":750,"date":"2021-02-23T13:43:56","date_gmt":"2021-02-23T13:43:56","guid":{"rendered":"https:\/\/www.luxurymarketreview.com\/?p=750"},"modified":"2021-02-23T13:43:58","modified_gmt":"2021-02-23T13:43:58","slug":"estee-lauder-companies-to-acquire-deciem","status":"publish","type":"post","link":"https:\/\/www.luxurymarketreview.com\/fr\/2021\/02\/23\/estee-lauder-companies-to-acquire-deciem\/","title":{"rendered":"Est\u00e9e Lauder Companies to acquire Deciem"},"content":{"rendered":"<p>By Sarah Parsons\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The acquisition of the maker of The Ordinary is said to be the New York-based beauty conglomerates largest ever deal<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>Est\u00e9e Lauder Companies (ELC) is set to acquire Deciem, the maker of The Ordinary, by 2024.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"606\" height=\"599\" src=\"https:\/\/www.luxurymarketreview.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-23-at-10.39.01.png\" alt=\"\" class=\"wp-image-751\" srcset=\"https:\/\/www.luxurymarketreview.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-23-at-10.39.01.png 606w, https:\/\/www.luxurymarketreview.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-23-at-10.39.01-300x297.png 300w, https:\/\/www.luxurymarketreview.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-23-at-10.39.01-600x593.png 600w, https:\/\/www.luxurymarketreview.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-23-at-10.39.01-100x100.png 100w\" sizes=\"(max-width: 606px) 100vw, 606px\" \/><\/figure>\n\n\n\n<p>This week, the New York-based beauty conglomerate announced plans to increase its initial investment in the skin care company from 29% to 76% and will take complete ownership of Deciem within three years.&nbsp;<\/p>\n\n\n\n<p>Founded in 2013 by Brandon Truaxe, Deciem first landed an investment deal with ELC in 2017, but the new terms sees the Canadian company valued at US$2.2bn as ELC is paying $1bn to increase stake.&nbsp;<\/p>\n\n\n\n<p>&#8220;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,\u201d said Fabrizio Freda, President and CEO of ELC.&nbsp;<\/p>\n\n\n\n<p>Known for its affordable cosmetics, Deciem increased sales to $460m, reflecting a wider industry demand for skin care as consumers increasingly experiment with ingredients such as AHAs and niacinamide.&nbsp;<\/p>\n\n\n\n<p>The company also expanded its retail partnerships and was one of the first brands to retrain its own-store retail team into virtual consultants.<\/p>\n\n\n\n<p>&#8220;Deciem is an exceptional company. Nicola [CEO and co-founder of Deciem] 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,&#8221; continued Freda.&nbsp;<\/p>\n\n\n\n<p>&#8220;The company\u2019s hero products, desirable innovation, and digital and consumer-first high-touch approach have been instrumental to its success.\u201d<\/p>\n\n\n\n<p>In 2018, Kilner was installed as CEO of Deciem after a judge ordered Truaxe to be removed from the company following a series of increasingly erratic posts, such as suddenly ordering all Deciem stores to be closed. He died the following January.<\/p>\n\n\n\n<p>&#8220;Brandon dreamed of ELC being the forever home for Deciem, and we are truly humbled to achieve his vision today,\u201d said Kilner.&nbsp;<\/p>\n\n\n\n<p>\u201cPrudvi [CSO], Stephen [COO], our team and I will continue to build on Brandon&#8217;s creation and we thank ELC for their continued commitment to our vision and\u00a0<\/p>\n\n\n\n<p>Par <a href=\"http:\/\/CosmeticsBusiness.com\" data-type=\"URL\" data-id=\"CosmeticsBusiness.com\">CosmeticsBusiness.com<\/a><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>By Sarah Parsons\u00a0 The acquisition of the maker of The Ordinary is said to be the New York-based beauty conglomerates largest ever deal Est\u00e9e Lauder Companies (ELC) is set to acquire Deciem, the maker of The Ordinary, by 2024.&nbsp; This week, the New York-based beauty conglomerate announced plans to increase its initial investment in the [&hellip;]<\/p>","protected":false},"author":2,"featured_media":754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,42],"tags":[],"class_list":{"0":"post-750","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haute-couture","8":"category-luxury-market"},"_links":{"self":[{"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/posts\/750","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/comments?post=750"}],"version-history":[{"count":0,"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/posts\/750\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/media\/754"}],"wp:attachment":[{"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/media?parent=750"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/categories?post=750"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxurymarketreview.com\/fr\/wp-json\/wp\/v2\/tags?post=750"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}