When Deciem, the parent company of The Ordinary, launched in Australia in 2016, there were six brands in its portfolio – Hylamide, The Chemistry Brand, Abnomaly, HIF, NIOD and The Ordinary. Within three years, the Canadian company was selling two million units of The Ordinary in Australia through e-commerce and leading retailers including Priceline and Myer.

Now in its 9th year of operation, Deciem scored a 29 per cent investment from the Estée Lauder Companies (ELC) in 2017. In May last year, the multinational upped its stake to 76 per cent with a view to taking 100 per cent control by 2024. The US$1 billion deal, which valued Deciem at US$2.2 billion, ranked as ELC’s largest acquisition to date.

In June 2021, the comparison website, Skincare Hero, revealed that The Ordinary was the most searched-for skincare brand in the world – ahead of Dove and Bioderma. The twin drivers of success for The Ordinary, known as TO to its army of fans, are affordable prices and the endorsement of celebrity fans such as Kim Kardashian.

The Ordinary accounts for 80 per cent of Deciem’s total sales and the company has announced it will focus on science-first functional skincare, led by The Ordinary and NIOD, an acronym for Non-Invasive Options in Dermal Science. In Australia, NIOD is available through Myer, Adore Beauty, Lookfantastic and other leading e-tailers.

In pursuit of this re-structure, Deciem will shutter four of its original brands – HIF, Hylamide, Abnomaly and The Chemistry Brand.

According to a company statement – “The Ordinary will continue to raise communication and pricing integrity in the beauty industry, while NIOD will always be our platform for pushing the limits of science in skin care. 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.”

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