Beauty

Deciem, Parent Company of The Ordinary, Is Shutting Down 4 Brands

To refocus its business in science-first skincare.

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4,114 Hypes

Deciem, Parent Company of The Ordinary, Is Shutting Down 4 Brands

To refocus its business in science-first skincare.

Deciem recently announced it would close HIF, Hylamide, Abnomaly and The Chemistry Brand in an Instagram post. The beauty company will focus on its crown jewel, The Ordinary, known for its affordable, ingredient-focused serums, as well as skincare brand NIOD. Products will be available for purchase from the soon-to-be-shuttered brands until they run out.

“We are refocusing our attention on science-first functional skincare … This new approach will power us to do more of what you love, while allowing us the space to innovate with new brands in the future,” the company wrote on Instagram.

This news comes just over a year after Estée Lauder Companies invested more stake in Deciem from 29% to 76% in February 2021, with plans to officially acquire the company after three years.

Take a look at Deciem’s announcement below.

 

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A post shared by The Ordinary, NIOD, & more. (@deciem)

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