‘The Ordinary’ Maker DECIEM denies Estée Lauder investment will impact cruelty-free status

Cosmetics giant Estée Lauder’s investment in beauty brand DECIEM will not affect its cruelty-free practices, a company spokesperson has told Sliced Beauty.

DECIEM – which has launched 10 brands including The Ordinary since its inception by Brandon Truaxe in 2013 – is currently considered one of the most exciting innovators on the beauty scene.

It aims to create ‘functional’ products for its diverse demographic, and offers products across a range of price points and outlets including its own multi-brand stores, department stores, e-commerce, TV shopping networks and select retailers, primarily in the U.S., U.K., and Canada.

Estée Lauder, which owns a huge portfolio of brands including Jo Malone London, Bumble and bumble, Smashbox, BECCA and Too Faced is known as a prolific animal tester.

Despite this, DECIEM’s spokesperson told Sliced Beauty: “Everything is staying the same.

“DECIEM is remaining transparent and with strong values of integrity. We are continuing to develop our products in house with the same product experts and lab technicians.

“We are staying true to our mission and continuing our journey cruelty-free.”

Following questions raised by the investment, DECIEM Founder, Brandon Truaxe published an open letter, in which denied any of the company’s key ethos would be impacted by the sale.

He wrote: “They [Estée Lauder] have a minority shareholding position; they do not control our decisions or dictate our direction, and I continue to remain CEO (and there is documentation in place to make it nearly impossible to fire me).

“We will not change. We continue not to test on animals.”

Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder Companies, said: “In four short years, Brandon and Nicola have established, in DECIEM, a powerful engine of innovation and growth.

“Through its unique business model, DECIEM has produced some of the most creative independent brands on the market, capturing the passion and trust of devoted fans around the world – and they are just getting started.

“We look forward to engaging with the team and supporting their global growth aspirations.”

Speaking about the investment, DECIEM Founder, Brandon Truaxe, added: “It’s nearly unthinkable for a conglomerate to embrace a disruptive mindset like that of DECIEM – and yet we have felt like family from the very first day we met the loving team at The Estée Lauder Companies.

“I am so truly honored, humbled, excited and emotional to have the support of such a remarkable partner on our path to driving innovation in beauty.”

Terms of the investment have not been disclosed.

Photo credit: DECIEM

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