Estée Lauder invests in Canadian beauty firm Deciem

Cosmetic products developer The Estée Lauder Companies has invested in Canada-based, vertically integrated, multi-brand beauty company Deciem.

Founded in 2013 by Brandon Truaxe, Deciem includes laboratory, manufacturing, and e-commerce sites, as well as retail stores and marketing infrastructure. The company’s structure is said to enable enhanced identification of opportunities, creation of new brands, and supply of quality products.

Its portfolio comprises ten brands including skincare treatments collection The Ordinary and ingredients-driven anti-ageing line NIOD.

The Estée Lauder Companies' president and chief executive officer (CEO) Fabrizio Freda said: “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.”

Deciem's products are available through its own multi-brand stores, department stores, e-commerce, TV shopping networks, and retailers in various countries, including the US, the UK, and Canada.

Truaxe said: “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.”

Sold in more than 150 countries, Estée Lauder’s skincare, makeup, fragrances, and haircare products are offered under a variety of brands such as Estée Lauder, Aramis, Clinique, Lab Series, Origins, Tommy Hilfiger, and MAC, as well as Kiton, La Mer, Bobbi Brown, Michael Kors, Darphin, Tom Ford, Kilian, BECCA, and Too Faced.