Skip to main content

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

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.

Estée Lauder announced plans to acquire The Ordinary parent company Deciem this week. — Estée Lauder announced plans to acquire The Ordinary parent company Deciem this week. Courtesy Deciem

By

Cheryl Wischhover

23 February 2021

BoF PROFESSIONAL

The Ordinary’s $7.20, blood-red AHA Peeling Solution went viral on TikTok in early 2020. The subsequent “significant” sales bump prompted the company to plan on producing 15 million units of that SKU alone for 2021, says Nicola Kilner, the chief executive of the brand’s parent company, Deciem.

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.

In This Article

Topics

Beauty

Organisations

Location

United States

Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty

Analysis and advice on the fast-evolving beauty business.

Can Mikayla Nogueira Sell Fragrance, Too?

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 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?

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 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.

Latest News & Analysis

Unrivalled, world class journalism across fashion, luxury and beauty industries.

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.

Oil Market Set for Tumultuous Week as Kharg Attack Raises Stakes

Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.

This Week: The Oscars Bring Red Carpet Season to a Close; Lululemon Adrift

The 98th Academy Awards, and Vanity Fair’s revamped after-party, bring luxury brands’ red-carpet strategies to a crescendo. Plus, Lululemon reports quarterly results with the CEO job still vacant.

The Season That Was: Signals From Fashion’s Front Lines

From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’

The Business of Fashion

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

CONNECT WITH US ON

© 2026 The Business of Fashion. All rights reserved. For more information read our , , and .