05.28.19
Fans of Deciem's The Ordinary will soon have more places to shop the brand's makeup and skincare products -- it will launch online at Ulta Beauty on July 1st, and will roll out to 400 Ulta stores beginning August 5th.
WWD reports that 26 of The Ordinary's products -- all under $10 -- will be part of the initial launch, including Squalane Cleanser, the AHA 30% + BHA 2% Peeling Solution, and 100% Cold-Pressed Virgin Marula Oil.
The brand re-launched at Sephora in January after a seven-month absence, after Nicola Kilner was appointed new chief executive officer in October 2018.
Deciem's founder, Brandon Truaxe, suffered mental health issues and died in January, 2018.
According to WWD, Deciem’s sales have been on the rise -- despite the recent drama surrounding the company. It was on track to do $319 million in wholesale sales this year. The Estee Lauder Companies is a minority investor in the company.
