04.08.22
Deciem is pulling the plug on several brands. The company made the announcement on Instagram this week.
The Chemistry Brand, Hylamide, HIF and Abnomaly are being discontinued. The Ordinary and NIOD will remain, the company said in its post.
Deciem just marked its ninth anniversary. The firm was founded in 2013 by Brandon Truaxe.
“This new approach will power us to do more of what you love, while allowing us the space to innovate with new brands in the future,” the company wrote in an Instagram post on The Ordinary’s account.
The Estée Lauder Companies owns a large portion of the company. In May 2021, it increased its share in Deciem from 29% to 76%, and agreed to purchase the remaining interests after a three-year period at a price determined based on the future performance of the company.
Deciem has relished its role as a disruptor in the beauty space since its inception. You can read a recent Happi Q&A with Deciem's Chief Scientific Officer here.
The Chemistry Brand, Hylamide, HIF and Abnomaly are being discontinued. The Ordinary and NIOD will remain, the company said in its post.
Deciem just marked its ninth anniversary. The firm was founded in 2013 by Brandon Truaxe.
“This new approach will power us to do more of what you love, while allowing us the space to innovate with new brands in the future,” the company wrote in an Instagram post on The Ordinary’s account.
The Estée Lauder Companies owns a large portion of the company. In May 2021, it increased its share in Deciem from 29% to 76%, and agreed to purchase the remaining interests after a three-year period at a price determined based on the future performance of the company.
Deciem has relished its role as a disruptor in the beauty space since its inception. You can read a recent Happi Q&A with Deciem's Chief Scientific Officer here.