[T]he beauty buzzword on the street? “Honest Beauty” – brands stating raw facts and being transparent about the ingredients they’re putting in their products. Take, for example, The Ordinary (which comes under the DECIEM umbrella – a curation of cult brands including Hylamide, Niod, Hand Chemistry and more). Since launching in the UK, the vegan-friendly (and affordable) line of super serums and foundations caused a stir amongst beauty editors and the Insta-set with their ‘no bullshit’ beauty ethos. With a store in BOXPARK Shoreditch – where Hunger magazine is hosting a pop-up store from 14th-19th November! – its advanced skincare technology is rivaling stores from Space NK and co. We caught up with DECIEM’S co-CEO Nicola Kilner to talk revolutionary skincare and how to future-proof your face…
Hi Nicola! How did DECIEM come about?
Brandon, our Founder, was always told not to do ten things at once – so that is exactly what he did :-). DECIEM is taken from the Latin word for ten. It was founded in 2013 and our head-office is in Toronto. We do everything in-house and also have offices in London, Nottingham, Seoul, Melbourne, Sydney and New York. In Summer 2017 we closed a minority investment from Estèe Lauder Companies to help fund our further global expansion. In the last 6 months we have been selling a product every 1.4 seconds.
What’s DECIEM’S ethos and what are you supplying that other beauty brands are not right now?
All of our brands stand for innovation, integrity and transparency (trust). We state the raw facts, from choosing our product names, to our communication, to our lack of model use in marketing, to our lack of sponsorship of social content. We also do nearly everything in-house so we have complete control over innovation risks and lifecycle with our in-house group of chemists and our own production facilities.