via Business of Fashion · July 27, 2026
To Build Better Brands, Estée Lauder Turns to Deciem
This August, the ELC-owned incubator behind The Ordinary will launch its premium skincare line, NIOD, into Sephora — and take over management of Lauder-owned Origins. With more resources, distribution, and responsibility, Deciem is becoming the company’s most valuable asset.
The Story
Jesper Rasmussen has a sense of déjà vu. Peptides are having a moment: influencers are proselytising their benefits, tech entrepreneurs are eager to inject them and brands are rushing to launch peptide-laced products.
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Original report
Business of Fashion
