The Chemistry Brand

The Chemistry Brand is a science-focused hand- and body-care line created in 2013 as one of the original labels of DECIEM, the Toronto beauty company known as "The Abnormal Beauty Company" [4]. It sits alongside DECIEM's better-known brands The Ordinary and NIOD, and is built around a single defining product: Hand Chemistry, an anti-aging hand cream the company presents as skincare for the hands.

After nearly a decade on the market the line was discontinued in 2022, then revived in April 2026. It is active once more, its parent company now wholly owned by The Estée Lauder Companies.

The Chemistry Brand was created by Brandon Truaxe, the Iranian-Canadian founder of DECIEM, and launched in April 2013 among the company's earliest labels [3]. Its founding is sometimes dated to 2012, but that year refers to the parent company rather than the brand: DECIEM was established in 2012, and its first labels — The Chemistry Brand among them — followed the next April [3][4].

Truaxe built the line around a hand cream. In Wikipedia's account of his career, the anti-aging cream "was an instant bestseller when it launched, partly because people were also using it on their faces" [3]. That product, Hand Chemistry, became the brand's centerpiece.

The Chemistry Brand is positioned as clinical care for the hands and body, a companion to the functional-skincare approach DECIEM applies across its portfolio. Its tagline is "Complex chemistry for hands."

Hand Chemistry remains the flagship. The product is marketed as targeting several signs of hand aging — among them brightness, firmness, smoothness and hydration — with noticeable results described within about eleven days [9].

The Chemistry Brand is owned through DECIEM, which has passed in stages into the hands of The Estée Lauder Companies. Estée Lauder first invested in June 2017, taking a 28% stake for $50 million [3]. It became majority owner in 2021 and completed its acquisition of the remaining interests in 2024 — a final tranche of roughly US$860 million that brought the total to about US$1.7 billion [10].

DECIEM discontinued The Chemistry Brand in 2022, shutting it down alongside three other early labels — HIF, Hylamide and Abnomaly — to concentrate on The Ordinary and NIOD [2].

The brand returned on 2 April 2026, led again by Hand Chemistry, with further hand-care products planned for later in the year [4]. DECIEM's Global VP Brand, Amy Bi, pointed to the product's lasting demand as a reason for the revival, noting that the discontinued hand cream had been resold on eBay at up to five times its price [4]. The relaunch was covered by trade and fashion press, including Business of Fashion [11] and Fashionista [12].

The Chemistry Brand is active. Following the 2026 relaunch it operates as a revived DECIEM label with a reduced catalog centered on Hand Chemistry, and remains part of a portfolio wholly owned by The Estée Lauder Companies.