Beauty

The Glossy Beauty Podcast

Why does this Estée Lauder-owned brand keep reformulating its hero products?

By Lexy Lebsack

Oct 8, 2026

What if new product development didn’t have to be so complicated and expensive? NIOD, the second brand from Estée Lauder-owned Deciem, entered Sephora in August with an NPD tactic borrowed from tech companies like Apple.

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