THE WHAT? The Ordinary parent company Deciem is entering the Mexican beauty market, with a retail launch into luxury department store El Palacio de Hierro. 

THE DETAILS Deciem will join the beauty store with brands The Ordinary, NIOD and The Chemistry Brand, and will also feature on the retailer’s website. 

The brand selection will be the largest in North America outside of the company’s standalone stores. 

Deciem is said to be planning further global expansion during the next year, in three yet-to-be named markets. 

THE WHY? The expansion into Mexcio follows the company’s buy-out by Estée Lauder Companies, with Deciem being on a retailer growth trajectory over the past year. 

Nicola Kilner, CEO and Co-founder of Deciem, said, “For Mexico, we knew there was quite a demand there.”

In terms of products being launched, she continued, “We’ve chosen a mixture of our best sellers, but what was important, particularly with being in a more prestige department store, was to also have a mix from the other brands.”

Looking forward, she said, “As we continue to expand, when we’re going into a new market, where we do need a local partner it would make sense for us to actually partner with the ELC affiliate rather than having to find someone independently. That’s where they will help us with a global expansion.”