Houlihan Lokey Advises DECIEM
Houlihan Lokey is pleased to announce that DECIEM Beauty Group Inc. (DECIEM) has been acquired by The Estée Lauder Companies Inc. (Estée Lauder), a global beauty company. The financial terms of the deal are undisclosed.
DECIEM was founded in 2013 by the late Brandon Truaxe, a visionary entrepreneur who sought to revolutionise the beauty industry through radical authenticity and transparency. Known as “The Abnormal Beauty Company,” DECIEM has proven itself to be a true industry pioneer. In particular, DECIEM’s breakaway brand, The Ordinary, has been widely credited as a disruptor brand that permanently democratised the luxury skincare sector.
Headquartered in Toronto, Canada, DECIEM has grown to employ more than 1,200 people today and has an international presence across North America, Europe, and Asia. DECIEM products are sold through stand-alone DECIEM stores, speciality beauty retail partners, and online.
The transaction completes the sale of the remaining interests in DECIEM acquired by Estée Lauder, following Estée Lauder’s previous acquisitions of minority and majority stakes in DECIEM in 2017 and 2021, respectively.
Estée Lauder, headquartered in New York, U.S., is one of the world’s leading manufacturers and marketers of quality skincare, makeup, fragrance, and hair care products. Estée Lauder’s diverse portfolio of prestige brands, including Clinique, M.A.C, and Le Labo, are sold in more than 150 countries and territories worldwide. The company has been listed on the New York Stock Exchange since 1995.
Houlihan Lokey has been DECIEM’s exclusive financial advisor since 2017, having advised on the initial minority fundraise from Estée Lauder before supporting with the divestiture of the remaining interests in the business in 2021 and 2024.*
*Selected transactions were executed by Houlihan Lokey professionals while at other firms acquired by Houlihan Lokey or by professionals from a Houlihan Lokey joint venture company.
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