DECIEM to close down several beauty brands

According to an article by WWD, DECIEM, the maker of cult beauty brand The Ordinary, is set to close down several of its smaller brands 

The company unveiled the news on Instagram, saying that The Chemistry brand, Hylamide, HIF and Abnomaly will be closing down, with products remaining up for sale until they sell out. The Ordinary will continue operating, as will Niod, the company’s high-end skincare brand.

DECIEM said that as it moves into the final year of its first decade, it is refocusing its attention on science-first functional skincare. This new approach will also power the company to do more of what its customers love, while allowing it the space to innovate with new brands in the future.

“As we’ve grown, complexity has grown with us, and giving the same amount of attention to all the things we love has become increasingly difficult,” DECIEM said. “As we embark on a new era together, there are many good things coming very soon. We are excited to continue on this journey together, and we look forward to celebrating a decade of DECIEM with you.”

DECIEM is now majority owned by the Estée Lauder Cos. Lauder initially invested back in 2017, and acquired a majority stake in 2021 that valued DECIEM at US$2.2 billion. At this point, the company was generating approximately US$460 million in sales, primarily driven by The Ordinary.

Several other Lauder brands, including Becca, Rodin Olio Lusso and the Aramis and Designer fragrances division, have closed during COVID-19.

Image source: Racked