Estée Lauder absorbs Deciem completely. According to Modaes, the operation has reached 1,700 million dollars and for that amount, Estée Lauder takes 100% of Deciem.
Estée Lauder wants to boost the Canadian company's distribution and enter new markets in the Middle East and India. It also wants to be more present in Europe by having a presence in large retailers with which it already has a distribution agreement, such as Douglas and Sephora.
The US cosmetics giant acquired 76% of the Canadian company in 2021 and promised to buy the rest of the shares within a maximum period of three years, just the time that has passed since the purchase of those shares was carried out.
Deciem's current portfolio includes brands such as The Ordinary, Niod, The Chemistry Brand, Abnomaly and Loopha, among others that also deal with colour cosmetics.
Estée Lauder marks a new milestone in its history and becomes the largest acquisition in the company's history. Previously, Estée Lauder bought Too Faced in 2016 for €1.45 billion, as well as Korean cosmetics brand Dr-Jart and Becca Cosmetics.
Estée Lauder marks like this a new milestone in his path and this turns into the greater acquisition of the history of the compañia. Previously, Estée Lauder bought Too Faced in 2016 by a figure of 1.450 million euros, and the mark of Korean cosmetic Dr- Jart and Becca Cosmetics.