Trace the store back to who actually owns it — before you decide where your money goes.
← Back to the full listDeciem
2.0Beauty & Personal Care
Toronto startup that built its identity on 'disrupting' the beauty industry -- as of May 2024 it's wholly owned by one of the industry's biggest incumbents, Estee Lauder, for roughly $1.7B total across three tranches. Notably, its Toronto HQ and in-house labs have stayed put post-acquisition.
Ownership
Parent company
Deciem Beauty Group Inc.
Nationality
Toronto-founded (2013), fully acquired by The Estee Lauder Companies (US) as of May 2024 (ELC first invested 2017, majority 2021)
Voting control
0% Canadian (exact)
Operating model
corporate
Manufacturing
80% Canadian-made
History
Founded 2013 in Toronto by Brandon Truaxe and Nicola Kilner. Estee Lauder first invested in 2017, became majority owner in 2021, and completed a full buyout in May 2024.
Last verified
2026-09-16