The Estée Lauder Companies has announced that it has invested in Toronto-based Deciem. Terms of the investment were not disclosed but the investment is enough for Founder Brandon Truaxe to describe the US prestige beauty giant as a ‘partner’.

Founded in 2013, Deciem is known for its cult beauty products – a recent foundation launch spurned a waitlist of some 25,000 people and is currently listed as out of stock, with a message on the brand’s website revealing that, having received 250,000 orders in the first week after launch, the company has run out of pumps. Deciem owns 10 brands – and counting – with the most popular named The Ordinary, which centers around skin care treatments and a small color collection.

“In four short years, [founders] Brandon and Nicola have established Deciem, a powerful engine of innovation and growth,” said Fabrizio Freda, President and CEO of The Estée Lauder Companies. “Through its unique business model, Deciem has produced some of the most creative independent brands on the market, capturing passion and trust of devoted fans around the world – and they are just getting started. We look forward to engaging with the team and supporting their global growth aspirations.”