The Estée Lauder Companies announced has completed the first phase of increasing its ownership in Deciem Beauty Group. The group now owns approximately 76% of Deciem, and has agreed to purchase the remaining interests after a three-year period at a price that will be determined based on the future performance of Deciem.

Known as “The Abnormal Beauty Company”, Deciem is an industry disruptor with a consumer-focused approach. It was founded in 2013 by Brandon Truaxe, alongside Pasquale Cusano, and, Nicola Kilner, who is continuing as CEO of Deciem.

Deciem’s portfolio currently encompasses six brands, including The Ordinary, an internationally popular skin care brand with impressive community- and referral-driven buzz reflecting a deep connection with its global consumer base of skin care devotees.