, APAC
Shutterstock photo

Estée Lauder completes $1.7b acquisition of DECIEM

The deal, completed on 31 May, involved a cash transaction of approximately $860m.

The Estée Lauder Companies Inc. has finalised its acquisition of DECIEM Beauty Group Inc., a Canadian multi-brand company known for its flagship brand, The Ordinary.

The deal, completed on 31 May, involved a cash transaction of approximately $860m, bringing ELC’s total investment in DECIEM to $1.7b since 2017.

DECIEM, known as “The Abnormal Beauty Company,” has been a trailblazer in ingredient transparency and rapid market response. The Ordinary has gained a strong following for its affordable, effective skincare products. As of 31 March, it ranked in the top two for prestige skincare in Canada and the U.S., and top four in France, Germany, and the U.K.

The Ordinary is one of ELC’s scaling brands, with net sales between $500m and $1b. In the past two years, ELC’s international expertise has helped The Ordinary expand into markets like India, the Middle East, and South Africa. The brand has also increased innovation, launching popular products such as the Multi-Peptide Lash and Brow Serum, Multi-Peptide Eye Serum, and Soothing & Barrier Support Serum.

“In our seven years of partnership, DECIEM has achieved impressive growth whilst continuing its core mission of reimagining effective, high-quality skin care for today’s diverse and sophisticated consumers,” said Fabrizio Freda, president and chief executive officer of ELC. 

“As a digitally native organisation with a highly engaged following amongst 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,” he added.

Follow the link for more news on

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Top News

Hydration products gain traction in APAC
It was driven by increased awareness of health concerns like global warming and modern lifestyles.
Suntory Holdings launches low carbon sugarcane farming project in Thailand
This supports the company’s goal to reduce greenhouse gas emissions by 30% across its value chain by 2030.
Suppliers
Ingka Group unveils strengthened climate targets
It focuses on reducing GHG emissions, carbon removal and storage, and contributions beyond the value chain.
Stores
How can retailers improve customer value and operations
Businesses must adopt a unified commerce strategy to meet consumer demand for seamless transactions driven by technology.
E-commerce

Exclusives

AI prompts fearless dive into corporate reinvention
Siam Piwat Group’s digital chief touts AI’s transformative power in boosting customer value, personalisation, and brand trust.
Technology
Indonesia’s future of retail lies in a blended approach
Industry leaders discuss the innovative strategies to meet evolving consumer needs at Retail Asia Forum 2024
GenAI’s impact on retail unfolding faster than expected
Retailers now leverage GenAI for a competitive edge in communications, marketing, and operations.
Technology