Agenda-setting intelligence, analysis and advice for the global fashion community.

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.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

In This Article

Topics

Organisations

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.

Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.

For Beauty Brands, What’s a Department Store Worth?

In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.

For Niche Fragrance Makers, Time Is On Their Side

For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.

Underdays and Foundrae Are Hiring on BoF Careers

Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.

Can Lake Translate Success in Sleepwear Outside the Bedroom?

The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

Trump Signs Order to Combat Fraudulent ‘Made in America’ Labels, White House Says

The executive order directs ⁠the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

News & Analysis

Topics

More

Careers

Community

Subscribe

About Us