Before I go into the review, Toronto-based DECIEM came out with some big news yesterday—they’ve sold a stake in the company to Estée Lauder.
The very very big thing has happened. It will change everything and yet nothing will change at all! @esteelaudercompanies (a really really big company behind really really big brands) has today acquired a minority stake in DECIEM. The ELC team embraced us like a loving family from the very first meeting to the emotional hugs at closing. Instead of trying to control things like big companies sometimes do, ELC insists that we continue to be who we are. We are really emotional today because we know that, together with ELC, we are going to lead innovation in beauty and bring you more and more of very good things (and less and less of very bad delays). We are here today because of your support and love for us along our journey in the past few years. We promise that every step we take will be one to continue to recognize your support. (PS1- No, we won’t change who we are in any way; PS2- Brandon is and will still be the CEO; PS3- Yes, we have a lot of money now to invest in big infrastructure so we can serve you very promptly; PS4- Yes, we will have many more stores in many more places; PS5- We never have and will not test on animals. ; PS6- No, we won’t raise the prices of products we sell to you; PS7- ELC may seem like a big conglomerate, but please believe us when we say that it has a big soul and a team of truly loving people; PS8- The release is here: elc.deciem.com) 🙈🐒🐒🐒❤️❤️❤️
The optimist in me wants to say good for them! And that this new injection of money will seriously improve their production and distribution, particularly considering the issues they had upon the recent launch of their first colour cosmetics.
The pessimist in me realizes that The Estée Lauder Companies is one of the world’s largest cosmetic conglomerates, with brands like Clinique, MAC, Too Faced, Bobbi Brown, Tom Ford, Becca, Origins, Smashbox, La Mer, Aveda, Jo Malone, Le Labo and more under its umbrella. It seems possible that formulations might become altered, prices may start to increase, and some of the things that I personally liked about the company will change: being local, cruelty-free (Estée Lauder is not cruelty-free), and the values they claimed to have about honesty in skincare.
Each box DECIEM mails out has ABNORMAL BEAUTY COMPANY emblazoned on it in bold, sans-serif letters. It rings a bit false now that there’s a beauty behemoth behind the scenes.
In any case, Brandon Truaxe will remain DECIEM’s CEO (he has previous with launching a company only to sell it, and was also a founder of Indeed Labs). The company’s fans, including myself, will have to hope that this move allows DECIEM to grow comfortably, without losing sight of what made them so very popular in the first place.
This week, I test drove Canadian skincare brand DECIEM’s first foray into color makeup with one of their two new foundations.
In April, they released a Serum Foundation and a Coverage Foundation under one of their brands, The Ordinary. I picked up both in the color 2.0YG (Light Medium, Yellow Undertones with Gold Highlights) for my NC25–30 skintone.
Last week, I reviewed the Serum Foundation, and I wasn’t a huge fan.
Today, I’m reviewing the Coverage Foundation, which, obviously, is meant to provide more coverage. It claims a light cream texture, full coverage, higher pigmentation than the Serum Foundation, and a semi-matte finish. The shade I got, as indicated by the “G” in the name, has additional subtle gold highlights mixed in.
Sounds good to me!