THE WHAT? The Estée Lauder Companies is considering selling its K-beauty brand Dr.Jart+ as part of a wider effort to streamline its portfolio, according to sources cited by Axios.

THE DETAILS The potential sale comes as Estée Lauder continues evaluating divestitures across its makeup and skincare portfolio, including reported plans to offload Too Faced and Smashbox. Dr.Jart+, acquired in full in 2019, has experienced a significant revenue contraction: sources say the brand is expected to generate around US$150 million in 2025, well below the US$500 million in net sales anticipated at the time of acquisition.

The review follows continued scrutiny of Estée Lauder’s brand mix and its shift toward rebuilding margins and simplifying operations after several years of uneven category performance.

THE WHY? Selling Dr.Jart+ would support Estée Lauder’s ongoing strategy to shed underperforming assets, reallocate resources, and tighten its brand portfolio for improved long-term profitability.

Source: LinkedIn