Estée Lauder completes Deciem acquisition for $1.7bn



Since its initial investment in the “Canadian-based, vertically integrated, multi-brand company” in 2017, the strategic partnership has now culminated with ELC purchasing the remaining interests in Deciem for approximately $860 million, reported Estée Lauder Companies Inc.’s press announcement. According to the release, “The total investment, net of cash, approximated $1.7 billion over the three tranches.”

ELC and Deciem’s acquisition journey

Known as “The Abnormal Beauty Company,” Deciem is renowned for its commitment to ingredient transparency and innovative multi-brand strategy. This acquisition is set to significantly bolster ELC’s skin care portfolio. Deciem’s flagship brand, The Ordinary, has become an industry disruptor, ranking “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”, said the press release.

Fabrizio Freda, President and Chief Executive Officer of ELC, praised Deciem’s achievements: “We are incredibly proud of what Deciem is accomplishing. 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,” he said. “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.”



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