The Estée Lauder Companies Inc. has invested in DECIEM - a company with multiple brands and a high level of vertical integration. Estée Lauder Companies Inc. already own beauty brands bumble and bumble, Jo Malone London, Tom Ford, La Mer, MAC, Bobbi Brown, GLAMGLOW, BECCA and Two Faced. DECIEM already works on a multi-brand strategy, with ten brands - which include The Ordinary, which has won a plethora of beauty awards. DECIEM is a Canadian company, and the unifying factor between their brands is their disruptive innovation, and popularity with Millennials. Their own laboratory, retail stores, websites and marketing system are parts of DECIEM's robust vertical integration, which allows them to successfully operate the brands under their umbrella.