Estée Lauder to Acquire DECIEM (who owns The Ordinary)

Estée Lauder to Acquire DECIEM (who owns The Ordinary)

The latest cruelty-free company set to be acquired is DEIEM. DECIEM is the parent company of beloved cruelty-free and now fully vegan skincare brand The Ordinary. Estée Lauder, which is not cruelty-free, is set to acquire the brand later this year. The Ordinary and other DECIEM brands are expected to stay cruelty-free, but I will be keeping tabs on it as the acquisition comes closer later this year. Should anything change about the cruelty-free status of DECIEM or any of its brands, that will be posted here on Logical Harmony.

While Estée Lauder has been a minority shareholder for some time and owned about 29% of DECIEM. Yesterday Estée Lauder announced that it plans to increase the investment to 76% at the end of June 2021 and plans to purchase the rest of the company in three years.

The Ordinary has had an amazing sales year and continues to do well. It’s reported to be DECIEM’s best-selling brand with NIOD coming in second. Rumors are that Estée Lauder is seeing an increase in sales among skincare brands and a decrease in sales from their cosmetic brands and that this may be a large reason behind the acquisition.

When it comes to cruelty-free brands owned by parent companies that test on animals, I personally think we all have to pick what’s best for ourselves and our own situations. When mentioning these brands I include a disclosure for this reason. Everyone has access to different brands and I think any steps towards going cruelty-free are worth taking and worth supporting.

Other cruelty-free brands owned by Estée Lauder are Aveda, BECCA (who just announced it is shutting down later this year), Too Faced, and Smashbox.

Sadly most Estée Lauder brands are NOT cruelty-free. Some of these are MAC, Tom Ford Beauty, Origins, La Mer, GlamGlow, Clinique, and others.


  1. Well, I’m not sure why I was thinking L’Oreal bought Deciem. Estee Lauder did. Next one of those big companies will but The Inky List.

  2. I sent an e-mail to La Roche Posay, I told them I would love to buy their products but they’re not cruelty-free.

    This was their response:

    Hi Susan! La Roche-Posay, a brand of L’Oréal, does not test on animals. L’Oréal has not tested our products on animals since 1989. We care for animal welfare and we are for a world without animal testing. For more information, please click here:

    I don’t buy it but what do you think? You might have information I don’t have. I’m posting it here because L’Oreal owns La Roche Poway.

  3. I’m so sad that they will acquire the Ordinary its very affordable and worldwide now. I have couple favourites from them. I’m not in great financial situation and I don’t have other reliable options available but its the end of me purchasing from them. I can get on with minority share but not with this. Pockets are lining. I think however its understandable for people who have worse access to affordable cf beauty will continue purchasing from them unless brand goes to China.

  4. I’m so sad to hear of the acquisition of The Ordinary. I am definitely going to stop buying their products while their parent company, and ultimately the pockets I’m lining, continue to support cruel practices on animals.

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