Lauder Invests in DECIEM

The Estée Lauder Companies Inc. has invested in DECIEM, a fast-growing, vertically integrated multi-brand firm that calls itself “The Abnormal Beauty Company.” Terms of the investment were not disclosed.
 
DECIEM was founded in 2013 in Toronto, Ontario by Brandon Truaxe, who leads the company alongside co-CEO Nicola Kilner. The firm's innovative multi-brand strategy is propelled by a vertically integrated structure—with its own laboratory, manufacturing, e-commerce sites, retail stores and marketing infrastructure—that enables the company to rapidly identify opportunities, create and incubate new brands, and deliver quality, much-sought-after products.
 
DECIEM has launched ten brands to date – including international cult favorite The Ordinary, an evolving collection of skin care treatments offering familiar and effective ingredients at accessible prices, and NIOD, an ingredients-driven skin care brand focused on addressing the root causes of aging.
 
With a vibrant following among millennials and diverse consumers seeking “functional beauty” grounded in science, DECIEM offers a broad range of products across price points through its own multi-brand stores, department stores, e-commerce, TV shopping networks and select retailers, primarily in the US, U.K., and Canada, according to Lauder.
 
“In four short years, Brandon and Nicola have established, in DECIEM, a powerful engine of innovation and growth,” said Fabrizio Freda, president and chief executive officer of The Estée Lauder Companies Inc. “Through its unique business model, DECIEM has produced some of the most creative independent brands on the market, capturing the passion and trust of devoted fans around the world – and they are just getting started. We look forward to engaging with the team and supporting their global growth aspirations.”
 
“It’s nearly unthinkable for a conglomerate to embrace a disruptive mindset like that of DECIEM – and yet we have felt like family from the very first day we met the loving team at The Estée Lauder Companies,” said Truaxe. “I am so truly honored, humbled, excited and emotional to have the support of such a remarkable partner on our path to driving innovation in beauty.”
 
“DECIEM is a new kind of beauty company that is well-positioned to create a new generation of successful beauty brands,” added William P. Lauder, executive chairman of The Estée Lauder Companies Inc. “Brandon is the quintessential founder and entrepreneur who, as Estée Lauder exemplified, is willing to take risks, push the boundaries of beauty, and fearlessly pursue a bold vision. We are excited by DECIEM’s great potential and the opportunity to be part of its future.”