In just seven years, DECIEM – the parent company of skincare brand The Ordinary – has thrived in the beauty industry. By overcoming the challenges, the brand and its core values ​​of teamwork and support have emerged stronger than ever.

Building a beauty brand from scratch is never an easy task, especially when you decide to launch 10 from the start. However, seven years after its launch in 2013, DECIEM – which means 10 consecutive streaks in Latin – has become a force to be reckoned with in the world. beauty space, standing out from the day dot with its slogan: The Abnormal Beauty Company. While many thought the company concept would never work, DECIEM founder Brandon Truaxe was more than happy to prove people wrong, by going against the grain.

Focusing on the consumer and being transparent with information sets the company apart. “We simply did the right thing and waited for people to understand our commitment to science and transparency,” said Nicola Kilner, CEO of DECIEM. Woman from the Emirates. This is exactly what happened. Continuing efforts to generate organic interest led to the launch of its gem The Ordinary in 2016, DECIEM began to reach new heights of popularity. “Our founder, Brandon, shook up the industry by showing that quality could no longer be defined by price,” says Kilner. “It made it easier for people to know if they were paying too much for ingredients.” With a $7 (Dhs25) hyaluronic acid serum and a $6 (Dhs22) retinoid serum both actually working, it’s an instant recipe (literally) for success. “For too long, brands have disguised these ingredients as ingenuity,” Kilner says. “The Ordinary was born to communicate with integrity. The innovation behind the brand actually lies in its pricing and communication strategy.

However, among all this praise and success, there was erratic behavior from Truaxe who fired co-founder Kilner in February 2018 and at one point claimed the company was temporarily closed. Five months later, he begged Kilner to come back and, even though she was five months pregnant at the time, she was more than willing to help her friend who had built this incredible empire. “Even though my contract had been terminated, I never really left DECIEM,” she explains. “I was in constant contact with the team and dedicated my time to ensuring that we could keep DECIEM in a good place when Brandon’s health improved. My decision to return was made out of love for Brandon, for DECIEM and for our people. I hoped that by being alongside Brandon, I could help make things better.

But things came to a head in October 2018 when Truaxe was replaced as CEO by Kilner after a lawsuit with Estée Lauder, which owns a minor stake in DECIEM. Tragically, a few months later, in January 2019, Truaxe died. However, Kilner ensured that her friend’s legacy remained intact and that her vision for the brand remained alive. “The things that should absolutely never change are the values ​​that Brandon instilled in us,” she explains. “The humility and playful spirit of our team is something that will always be at the heart of DECIEM.”

What changed, however, after Truaxe’s death was the emphasis on the well-being of the team, which came first for Kilner. “My focus after Brandon passed away was on our employees, how could we create a stable environment and provide some of the structure that our difficult 2018 had not allowed us to grow in,” she said. “We have worked to implement initiatives focused on the mental health of our employees, including dedicated mental health days and access to independent counseling 24/7.”

Through trials and tribulations, DECIEM has only gone from strength to strength, keeping Truaxe’s vision at its heart, with Kilner’s leadership and family atmosphere throughout the company, for which CEO feels extremely “lucky”. “In the face of adverse situations, you become stronger, more resilient and more prepared,” she says. “We have been so lucky with our people, especially those who have been part of the family since the beginning of DECIEM. They believed in Brandon’s genius and vision and wanted to be part of DECIEM’s future. The family mentality of the company and the team is what the late founder instilled in everyone, which helps them meet “challenges and become stronger,” Kilner says.

They got stronger – DECIEM just reached over a million followers on Instagram, thanks to the powerful brand driver of word of mouth. This is largely due to the explosive popularity of The Ordinary, which, oddly enough, wasn’t even one of DECIEM’s original 10 brands when it launched in 2013. “The Ordinary was the 11th brand we launched – imagine if we stopped at ten,” jokes Kilner. It was always the plan to bring together 10 brands, because in the original vision was the idea of ​​an ecosystem that could access everything from its own factory, to its own PR department, to its own design team and much more. even more.

Of course, with the incredible success of The Ordinary with its accessible prices and well-researched ingredients, as well as its proven results, it has only catapulted DECIEM’s other brands – including NIOD, Hylamide, The Chemistry Brand, Abnomaly and HIF (Hair Is Fabric). – towards new successes. For Kilner, NIOD is DECIEM’s dark horse because “it takes a very unique approach to skin care and promotes overall skin health.” “NIOD is truly pushing the boundaries of skincare science and bringing true innovation to skincare,” she says. “The new technologies used by NIOD are reflected in the price. The formulas focus on longevity and overall skin health. In particular, she recommends that NIOD’s Copper Amino Isolate Serum truly focuses on longevity by encouraging skin to act as if it were younger-looking skin. “If someone could only use one DECIEM product, this would definitely be the one I would recommend,” she says.

As for the future of DECIEM, the only way is up. But Kilner doesn’t plan to change much, she prefers the company to stay in its own lane. “I think we need to continue to be who we are and stay in our bubble,” she says. “When you pay too much attention to what other brands and the industry are doing, you can lose sight of your why.” From the beginning, the focus has been on the customer, innovation, transparency, functionality and design. However, what happened later was realizing that kindness was at the root. “It was certainly there from the beginning, but it took us a while to realize that the innovation and transparency we were bringing to the industry was all driven by kindness.”

As DECIEM stays in its own lane, could this potentially steer the company towards the UAE and the Middle East? “We’re desperate to be there,” Kilner says. “It’s a really interesting space and an area that has been key to advancing beauty. We’re really looking forward to being a part of it. You heard it here for the first time, so watch this space.

DECIEM’s Heroic Marks in addition to The Ordinary

NIOD

The technology brand, which focuses on overall skin health, has a single genetic commitment to being at the forefront of science. By providing a laboratory experience to its audience, using only the latest technologies, NIOD strives to push the boundaries of science in skincare.

Hylamide

delivers maximized minimalist skincare. The brand’s products simplify skin care without compromising their effectiveness. It promotes optimal skin performance through multifunctional formulas and simple regimens. Hylamide is a brand suitable for those looking for quick results and those who don’t have time to research ingredients.

The chemistry brand

allowed the company to introduce next-generation ingredients to its audience, even under the constraints of a skincare non-compete. Many people used The Chemistry Brand on their face before DECIEM introduced skincare. The range offers advanced products for hands and body.

Anomaly

is unpredictable and its mission is to never be categorized. Abnomaly hosts products created by our laboratory that do not correspond to a current DECIEM “brand”. As DECIEM evolves and grows, the brand will always remain evolving.

HIF (Hair is fabric)

is a range of cleansing conditioners. HIF offers professional hair cleaning, to ensure its delicate fibers are treated like fabric. You wouldn’t put couture clothes in your washing machine. Is your hair less important?

To learn more about all things beauty, pick up a copy of June’s “The Beauty Issue” or download it here.

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Images: provided