Deciem enters Mexico with new retail partnership

By

Jennifer Braun

Published
Nov 15, 2021

The Abnormal Beauty Company Deciem announced on Friday its strategic expansion into Mexico via a new partnership with historic retailer El Palacio de Hierro. 

El Palacio de Hierro is the first North American retail partner to house three of the seven Deciem brands including Niod, The Ordinary and The Chemistry Brand, which officially made their debut in Mexico last month, online and in key Palacio de Hierro doors.

The brands will be sold through new Deciem beauty counters at four of Palacio's key locations in Palacio, Durango, Acoxpa and Satelite. The locations will retail the full Niod assortment with retail exclusivity to the multi-awarding winning Copper Amino Isolate innovations. 

"Mexico has always held a special part of our heart, and it has been amazing to watch our audience grow here. We're incredibly excited to now have a cozy home at El Palacio de Hierro and for our products to become even more accessible in Mexico. We can't wait to continue to build our brand in Mexico with love," said Nicola Kilner, CEO and co-founder of Deciem. 

"At Deciem, we see Niod as our crown jewel because it thrives on next-generation ingredients and state-of-the-art technology to optimise skin health. Niod embodies our commitment to be at the forefront of science, and has been created to provide an at-home laboratory experience to our customers," said Prudvi Kaka, chief scientific officer at Deciem.

To ensure demand can be met, Deciem has made strategic efforts to develop its supply chain, adding more reliability for its Mexican audience.

In May, the Estée Lauder Companies increased its share in Deciem, from 29 percent to a controlling stake of approximately 76 percent. The partnership between Estée Lauder and Deciem first began in 2017. 

The brand was founded by the late Brandon Truaxe in 2013. Kilner took over as CEO in 2018. The Toronto-based group’s portfolio is made up of skincare businesses The Ordinary, Niod, Hylamide and The Chemistry Brand, as well as haircare label Hif.