06.03.24
The Estée Lauder Companies has finalized the acquisition of the Canadian-based, vertically integrated, multi-brand company DECIEM Beauty Group Inc. (“DECIEM”).
ELC first invested in DECIEM in 2017, became the majority owner in 2021, and recently purchased the remaining interests in DECIEM.
ELC closed on the purchase of the remaining interests on May 31, 2024, using cash on hand for an estimated $860 million. The total investment, net of cash, approximated $1.7 billion over the three tranches. These amounts are subject to post-closing adjustments according to the agreement.
Fabrizio Freda, President and Chief Executive Officer, ELC, said,
“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. As a digitally native organization with a highly engaged following among millennial and Gen Z consumers, DECIEM helps to strategically expand our skincare portfolio, and we believe there are many more exciting growth opportunities ahead.”
DECIEM is known as “The Abnormal Beauty Company,” and is dedicated to ingredient transparency, agility, and end-to-end capabilities. DECIEM’s flagship brand, The Ordinary, is ranked 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.
Nicola Kilner, Co-Founder and CEO, DECIEM, said,
"Today The Estée Lauder Companies becomes the forever home of DECIEM. Our founder Brandon set out to disrupt the world of beauty, and this thinking has been embraced by ELC over the past seven years of our partnership. Their support, along with the energy of our incredibly talented team, has allowed us to strengthen our operational capabilities and enter new markets while staying true to our founding values of transparency, quality, and authenticity."
The Ordinary is in ELC’s tier of scaling brands, with net sales between $500 million and $1 billion. Over the last two years, enabled by ELC’s deep international expertise and network, The Ordinary has expanded its consumer reach globally with launches in key markets including India, the Middle East, and South Africa.
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ELC first invested in DECIEM in 2017, became the majority owner in 2021, and recently purchased the remaining interests in DECIEM.
ELC closed on the purchase of the remaining interests on May 31, 2024, using cash on hand for an estimated $860 million. The total investment, net of cash, approximated $1.7 billion over the three tranches. These amounts are subject to post-closing adjustments according to the agreement.
Fabrizio Freda, President and Chief Executive Officer, ELC, said,
“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. As a digitally native organization with a highly engaged following among millennial and Gen Z consumers, DECIEM helps to strategically expand our skincare portfolio, and we believe there are many more exciting growth opportunities ahead.”
DECIEM is known as “The Abnormal Beauty Company,” and is dedicated to ingredient transparency, agility, and end-to-end capabilities. DECIEM’s flagship brand, The Ordinary, is ranked 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.
Nicola Kilner, Co-Founder and CEO, DECIEM, said,
"Today The Estée Lauder Companies becomes the forever home of DECIEM. Our founder Brandon set out to disrupt the world of beauty, and this thinking has been embraced by ELC over the past seven years of our partnership. Their support, along with the energy of our incredibly talented team, has allowed us to strengthen our operational capabilities and enter new markets while staying true to our founding values of transparency, quality, and authenticity."
The Ordinary is in ELC’s tier of scaling brands, with net sales between $500 million and $1 billion. Over the last two years, enabled by ELC’s deep international expertise and network, The Ordinary has expanded its consumer reach globally with launches in key markets including India, the Middle East, and South Africa.
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