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.”
Aesthetic medicine products are developed and regulated to meet stringent safety and efficacy standards. They are typically administered by trained healthcare professionals such as dermatologists, plastic surgeons, and specialized nurses in clinical settings. These products aim to provide effective solutions for cosmetic enhancement, skin rejuvenation, and overall aesthetic improvement, contributing to both physical appearance and self-confidence.
Key categories of aesthetic medicine products include:
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Injectables: This category includes products such as dermal fillers, botulinum toxins (e.g., Botox), and collagen stimulators. These injectables are used to smooth wrinkles, add volume, and improve facial contours.
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Skin Rejuvenation Treatments: Products like chemical peels, microdermabrasion systems, and laser devices are used to improve skin texture, reduce pigmentation irregularities, and enhance overall skin tone.
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Skincare Products: These include medical-grade cleansers, moisturizers, serums, and topical treatments containing active ingredients like retinoids, antioxidants, and growth factors. They are formulated to address specific skin concerns such as acne, aging, and hyperpigmentation.
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Hair Restoration Products: Medical treatments and products designed to promote hair growth and treat conditions such as male and female pattern baldness.
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Body Contouring and Fat Reduction: Devices and products used for non-surgical body sculpting, such as cryolipolysis (cool sculpting) devices and injectable lipolytics.
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Cosmeceuticals: High-performance skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing potent ingredients with proven clinical benefits.
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Wound Care and Scar Management: Products like silicone sheets, gels, and advanced wound dressings used to improve healing and reduce the appearance of scars.
