Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Industry buzz

The Estée Lauder Companies invests in Deciem

The Estée Lauder Companies has invested in Deciem, a fast-growing, vertically integrated multi-brand company, driven by a consumer-centric focus that is already impacting the world of beauty. Terms of the investment were not disclosed.

Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder (...)

Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder Companies Inc.

Deciem was founded in 2013 in Toronto, Ontario by Brandon Truaxe, who leads the company alongside Co-CEO Nicola Kilner. Deciem’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.

The company has launched ten brands to date - including international cult favourite The Ordinary, an evolving collection of skin care treatments offering familiar and effective ingredients at accessible prices, and NIOD, an ingredients-driven skincare 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, ecommerce, TV shopping networks and select retailers, primarily in the U.S., U.K., and Canada.

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. “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.

Portfolio

© 2017 - Brazil Beauty News - www.brazilbeautynews.com

latest news
Focus
Luxe Pack prepares for its second Los Angeles edition and announces new venue in New York

Luxe Pack prepares for its second Los Angeles edition and announces new venue in New York

Luxe Pack, the business to business tradeshow dedicated to luxury packaging, will return to the West Coast for its second Los Angeles edition on February 27-28, 2019. As per last year, the event will be co-hosted with MakeUp in Los Angeles, B2B show for beauty and skin care accessories, trends, and formulation. Luxe Pack Los (...)

read more
Experts’ views
Is Brazil the new Korea for hair?

Emmanuelle Bassmann
Is Brazil the new Korea for hair?

International Beauty Fair, South America’s largest trade beauty show, took place on September 08-11, 2018 in Sao Paolo, Brazil. Here is a short overview on the main trends that emerged during the event. Brazil has always been renowned for being innovative in the beauty sector. Historically, the beauty industry in Brazil accelerates (...)

read more

Features