The Ordinary is a budget-friendly skincare brand that focuses on active ingredients and transparent formulas. They're the pioneer of effective skincare that's also affordable, and they're currently available in for sale in many different locations including Sephora and Ulta.
Deciem is The Ordinary's parent company, and Estée Lauder is acquiring the totality of the company which includes 5 other brands besides The Ordinary.
If you don't purchase from brand that are owned by a parent company that tests on animals, this news shouldn't change your purchasing habits.
The Ordinary was already on our list of cruelty-free brands owned by a parent company that tests on animals, since Estée Lauder already owned 28% of the brand. Recently however, Estée Lauder announced that they will expand their investment in the brand for a period of 3 years, after which they will own the totality of Deciem.
This investment will have 2 more phases: next June, Estée Lauder will acquire 76% of Deciem. By 2024, they will own 100% of the company.
2013: Deciem was founded.
June 2017: Estée Lauder's initial investment in Deciem, now owning 28% of the company
June 2021: Estée Lauder will own 76% of Deciem.
2024: Estée Lauder will own 100% of Deciem
Should we expect a change in their cruelty-free status?
This is the big question. At the moment, we have no reason to believe that Deciem and The Ordinary will no longer be cruelty-free. Estée Lauder has acquired cruelty-free companies in the past (Too Faced, BECCA) that remained 100% cruelty-free.
One of the advantages for a brand like Deciem to be owned by a giant like Estée Lauder is expanded distribution. This means that they will be available in more countries and more locations. However, it's entirely possible for a brand like The Ordinary to enter the Chinese market by selling online-only, especially considering their current direct-to-consumer focus.
We will be keeping an eye on Deciem and The Ordinary going forth and we will update their brand page accordingly with any changes.