Fashion & Beauty

Estée Lauder's Latest Investment Is in Science-Based, Internet-Beloved Beauty Brand Deciem

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When Estée Lauder announced earlier this week that it might be discontinuing its millennial-targeted, Kendall Jenner-fronted magnificence model Estée Edit, the corporate stated that it hadn’t given up on reaching millennials, simply that the creation of a brand new model to take action hadn’t been vital. Rather, it is discovered success in selling its present traces with Millennial-targeted advertising, in addition to investing in or buying present manufacturers that have already got a powerful Millennial buyer base. And on Wednesday night, it introduced the newest of one of these funding: It has bought a minority stake in Deciem, the progressive, quickly rising firm behind cult-favorite skin-care manufacturers like The Ordinary and NIOD.

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