Research Shows No Evidence of Deciem Chemistry Brand Relaunch

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3.23.2026

Quick Facts

Deciem discontinued The Chemistry Brand in April 2022 along with HIF, Hylamide, and Abnomaly brands
The company refocused on The Ordinary and NIOD as core brands under Estée Lauder ownership
No credible evidence supports claims of a Chemistry Brand relaunch in 2026

Deciem permanently discontinued The Chemistry Brand in April 2022 as part of a strategic portfolio reduction, contradicting recent reports of a planned relaunch.

The Estée Lauder-owned company announced the discontinuation through an Instagram post in April 2022, stating customers could purchase remaining inventory until supplies ran out. Deciem dropped four brands total: The Chemistry Brand, HIF, Hylamide, and Abnomaly.

Former CEO Nicola Kilner, who stepped down at the end of 2024, led the brand consolidation effort. The company cited complexity management as the primary reason for the cuts.

“As Deciem grew, complexity grew with them, and giving the same amount of attention to all the things they loved became increasingly difficult,” the company stated in 2022.

Deciem now focuses exclusively on The Ordinary and NIOD brands. The Ordinary became the world’s most searched skincare brand according to comparison website Skincare Hero in 2023.

Under current global brand president Jesper Rasmussen, Deciem has expanded The Ordinary to Brazil and launched NIOD’s first new products in three years. The company contributed approximately 3 percentage points to Estée Lauder’s 11% net sales growth in the most recent quarter.

Estée Lauder acquired controlling stake in Deciem for $1 billion in 2021, four years after making its initial investment. The parent company’s strategy emphasizes strengthening core brands rather than reviving discontinued ones.

No corporate filings, press releases, or verified industry sources support claims of The Chemistry Brand returning to market. All credible evidence confirms the brand remains permanently discontinued.