The brand has since closed all of its stores
Skincare brand Deciem has temporarily shut down after its founder made the shock announcement on social media, citing “major criminal activity.”
Hereof, what does DECIEM stand for?
Deciem is a Toronto-based company founded in 2013 by a serial beauty entrepreneur named Brandon Truaxe. The company name is a metaphor of sorts. According to a company representative, “The name comes from decima, which means ‘ten’ in Latin.
Correspondingly, why is Deciem controversial?
As Deciem’s sub-brand the Ordinary gains popularity for its $9 acids, its founder gains notoriety for his incendiary and even offensive Instagram presence. He’s used the platform to insult fans, cancel partnerships, and even posted a photo of an impoverished-looking New Yorker in front of one of the brand’s stores.
Why did The Ordinary leave Sephora?
“We are leaving Sephora due to payment issues but will launch online and in stores with Ulta and Douglas imminently.” The Ulta move is happening ahead of schedule, with WWD reporting that it was originally slated for 2019. It’s unconfirmed at this time when the products will become available at the site.
Does Estée Lauder own Deciem?
(“DECIEM”), the Canadian-based, vertically integrated, multi-brand company. The Estée Lauder Companies (“ELC”) now owns approximately 76% of DECIEM (up from 29%), and has agreed to purchase the remaining interests after a three-year period at a price that will be determined based on the future performance of DECIEM.
Did Deciem sell to Estée Lauder?
Lauder now owns 76 percent of Deciem. The transaction valued the company at $2.2 billion, making it the largest deal in Lauder’s history. Lauder will buy the rest of Deciem after a three-year period at a purchase price that will be determined by Deciem’s future sales.
What happened to Brandon The Ordinary?
Tragically, Brandon Truaxe died in January 2019 at the age of 40. No official cause of death has yet been publicly confirmed, but a report in Canada’s National Post says that “it is understood he fell from a condominium building near Toronto’s downtown.”
Is The Ordinary a Korean brand?
Korean Skincare Products
When Canadian company Deciem launched skincare brand The Ordinary in 2016, their effective products at unbeatable prices commanded the attention of the beauty industry.
Who owns The Ordinary skin care line?
Who owns The Ordinary brand?
Why is ordinary so popular?
Due to its cruelty-free quality ingredients and promising results, The Ordinary has been able to gain a loyal customer base from customers around the globe. After five years of developing and perfecting its formulas, the DECIEM-helmed label has now become the world’s most popular skincare brand.
Who is the target market for The Ordinary?
The main target of The Ordinary is clearly skincare addicts, very educated customers who are passionate about skincare.
When did Estee Lauder buy The Ordinary?
Mar 3, 2021
Estée Lauder’s newest acquisition is Deciem, parent company of six brands including their most popular one: The Ordinary. Estee Lauder already owned about 28% of Deciem and just signed a deal to acquire the remaining of the company throughout a 3-year period.