Deciem to return to Sephora
Deciem is making its triumphant return to Sephora.
The Canadian cosmetics company confirmed to FashionNetwork.com on Thursday that the label is relaunching at beauty giant Sephora. The company’s line The Ordinary will be available online at Sephora.com to North American consumers, as of January.
The parent company of skincare brands such as Niod and The Ordinary left Sephora in June when it was rumored that it would be leaving for rival retailer Ulta.
However, Deciem never joined Ulta, after a trying year that included a company-wide shutdown facilitated by founder Brandon Truaxe. Truaxe was soon after ousted by the Ontario Superior Court, following an injunction that was filed by The Estée Lauder Companies, the company's major shareholder/
Since January, Truaxe has kept the company in a media flurry, firing its marketing team and sharing questionable content across the brand’s social media.
Still, the Toronto-based company is pushing forward. Deciem reopened all stores, offices, factories and warehouses in mid-October after being abruptly shut down by Truaxe.
Many of the company’s former executives have since returned to the company as well. Its former chief financial officer Stephen Kaplan re-joined Deciem as chief operating officer earlier this month, while co-CEO Nicola Kilner returned to Deciem in July as interim CEO.
Deciem was founded in 2013 and is headquartered in Toronto. The company calls itself “The Abnormal Beauty Company” and features nine beauty brands under its corporate umbrella. The beauty company currently has a growing portfolio of more than 50 products in over 15 markets.
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