07.26.17
As a focus on matching young consumers with innovative, authentic products speeds up, The Estée Lauder Companies Inc. (ELC) has announced that it has invested in an out-of-the box Canadian-based beauty company. Deceim, which refers to itself as an “abnormal beauty company,” and is known as “a fast-growing, vertically integrated multi-brand company, driven by a consumer-centric focus that is already impacting the world of beauty.” Terms of the investment were not disclosed.
Deceim was founded in 2013 in Toronto, Ontario by Brandon Truaxe, who leads the company alongside co-CEO Nicola Kilner. According to Deceim, its innovative multi-brand strategy is propelled by a vertically integrated structure—with its own laboratory, manufacturing, e-commerce sites, retail stores and marketing infrastructure—that enables the company to rapidly identify opportunities, create and incubate new brands, and deliver quality, much-sought-after products.
The company has launched 10 brands to date, and says they have a vibrant following among millennials and diverse consumers seeking “functional beauty” grounded in science.
Deceim was founded in 2013 in Toronto, Ontario by Brandon Truaxe, who leads the company alongside co-CEO Nicola Kilner. According to Deceim, its innovative multi-brand strategy is propelled by a vertically integrated structure—with its own laboratory, manufacturing, e-commerce sites, retail stores and marketing infrastructure—that enables the company to rapidly identify opportunities, create and incubate new brands, and deliver quality, much-sought-after products.
The company has launched 10 brands to date, and says they have a vibrant following among millennials and diverse consumers seeking “functional beauty” grounded in science.
