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Tuesday, October 24, 2023

L’Oréal to shutter Decléor brand

L’Oréal will no longer sell Decléor, the beauty brand it acquired from Shiseido in 2014.

L’Oréal stopped offering the brand in the US in 2017.


A company spokesperson told Spa Business: “L’Oréal has a portfolio of complementary brands. The Group’s strategy is to acquire and, sometimes, exit brands, to keep a very strong portfolio and the complementarity it needs to thrive over the long-term. The success of L'Oréal Dermatological Beauty is based on a strategy and a business model focused on brands prescribed by healthcare professionals. Under these conditions, the Division has decided to stop the commercialisation of Decléor.”