The beauty giant bought the French beauty brand in 2014, alongside Carita.
“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 group said in a statement.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 commercialization of Decléor,” L’Oréal continued.
Decléor and Carita were first moved into L’Oréal’s Professional Products division, with the aim of growing them internationally. But then the market evolved and professional hair care businesses had to reinvent themselves, so Decléor and Carita were put to other divisions. Decléor ultimately ended up in the Dermatological Beauty division and Carita in L’Oréal Luxe.
At Decléor’s peak, it was rumored that one bottle of Aromessence serum – the brand’s anchor product – was sold every 30 seconds. The amber-colored ampoule was a staple in French beauty institutes. But the coronavirus pandemic struck and with it, shifting consumer beauty habits. The quest for well-being using doctor-backed brands amplified, while the holistic wellbeing beauty market, centered on plant-based products, became increasingly competitive. Concurrently, the demand for prestige beauty grew strongly.
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