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Estée Lauder’s Big New Skincare Bet Is Like The Ordinary – at Six Times the Price

Deciem’s other skincare brand, NIOD, also sells serums with names straight out of a lab, but with more complex formulations and higher-spec packaging. A decade into the science-backed skincare craze, the company believes its consumers are ready to move upmarket.

skincare products — Deciem went all-in on The Ordinary after it took off in 2017, eventually shutting down all but two other lines. (Courtesy)

Daniela Morosini

11 April 2024

BoF PROFESSIONAL

If you’ve heard of Deciem at all, it’s almost certainly for its low-price skincare brand The Ordinary. Only true beauty fanatics would be able to name even a few of the more than 10 other brands the company has released since its 2013 launch. That was by design. Deciem went all-in on The Ordinary after it took off in 2017, eventually shutting down all but two other lines.

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How Deciem Turned an Accidental Hit Into a Goldmine

With no advertising, PR or e-commerce, the store in London’s Soho is fast-becoming a cult classic. The brand is weighing how to expand without losing its magic.

Why Estée Lauder Is Finally Acquiring Deciem

The American prestige beauty giant’s purchase of the company, best known for $6 serums, is a sign of the increasing blur between drugstore and luxury.

Deciem Shuts Down Brands

The Ordinary owner announced it will close HIF, Hylamide, Abnomaly and The Chemistry Brand in an Instagram post.

About the author

Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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