Deciem is bringing its The Chemistry brand back from the vault four years after discontinuing it as part of the company’s plan to revive its “incubator engine”.
The science-led body care range – which was one of the original brands in Deciem’s incubator portfolio alongside NIOD and The Ordinary – is returning on 2 April with its cult classic Hand Chemistry product, with more hand care items coming later in the year.
Hand Chemistry launched in 2013 and garnered a loyal following for its active, science-backed hand cream formula, and brand loyalists have been seeking out dupes of the item since it was discontinued in 2022.
“Who would have thought that a hand cream would be on [e-commerce company] eBay, trying to be sold at five times the price at a premium – it shows the demand and cult following of this product,” Amy Bi, Global VP, Brand, Deciem, which is owned by Estée Lauder Companies, told Cosmetics Business.
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“We put The Chemistry brand on the shelf in 2022 because we were in a massive growth period for The Ordinary and NIOD, and as a company, it was a moment in time where we really needed to focus on the innovation for those two brands.
“But The Chemistry brand, it had a loyal following, and was a brand we were so proud of
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