Estée Lauder just agreed to acquire Deciem, maker of The Ordinary, valuing the company at $2.2 billion. The deal is part of the cosmetic giant's growth strategy in the evolving beauty landscape
Summary List Placement Estée Lauder is acquiring the company behind skincare brand The Ordinary, though the deal is anything but.
The cosmetics giant will acquire a 76% stake in Deciem, which owns the brand, building on Lauder's existing 29% stake in the business, WWD reported Tuesday. When it closes, the deal will become the largest in Estée Lauder's history, valuing Deciem at $2.2 billion, WWD said.
Deciem's sales almost doubled in 2020 to $460 million, a feat it accomplished selling mostly low-priced skincare items through The Ordinary brand such as toner, serums, and concealer. Many of its products cost less than $10 and use simple, no-frills packaging and labels.
Among young beauty brands, "nothing is seeing more growth than skincare," said Suzanne Kopulos, co-founder at Beauty Consultants & Strategists. "We've just seen so much consistent growth and consistent new brands entering that game, whether it's one hero product or an entire range of products that gives them a full shelf."
The deal is the first...
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