Deciem

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Deciem

Founded by Brandon Truaxe, Deciem functioned as an umbrella company for more than 10 other brands. Deciem started in 2013 with a very non-traditional approach that’s reflected in Deciem’s tagline: “The Abnormal Beauty Company.” Although Truaxe is an experienced entrepreneur with two previous skin-care brands under his belt, he doesn’t operate like a typical CEO. Exhibit A: Go to his bio on the Deciem website and you’ll be greeted with a lovely photo of Truaxe smiling with the words, “THE FOUNDER IS SCREWED UP!” floating next to his head.[1]

In April 2013, Deciem debuted its first brand, Inhibitif, followed by The Chemistry Brand, Fountain and Grow Gorgeous. During the period of his non-compete clauses, he created the anti-aging hand cream for The Chemistry Brand. Deciem's multi-brand strategy was driven by a vertically integrated structure: It had its own laboratory, in-house manufacturing, in-house e-commerce, in-store stores, and proprietary marketing infrastructure.[2]

In August 2016, Truaxe launched DECIEM's The Ordinary product line with twenty-seven products, combining cutting-edge science with modest price points. It first sold exclusively online, then in various department stores, and about 30 company-owned stores it opened in Canada, the US, the UK, Mexico, South Korea and the Netherlands.[3]

Support to Black Lives Matter

Deciem, the make of The Ordinary, has asked consumers to join in the conversation on racial inequality. As well as donating US$100,000 to Black Lives Matter and The NAACP Legal Defence & Educational Fund, social media users have been asked to send in a one minute video, or written message, on the subject to voices@deciem.com.

"Our team have been actively sharing their voices in the fight against racism and inequality," the brand wrote. "From tomorrow [1 June], our Instagram Stories will become a dedicated space to continue this conversation."[4]

References

  1. Mpinja, Baze. Meet Deciem, the Industry-Changing Company Behind The Ordinary Skincare. December 28, 2017. allure.com. Retrieved January 29, 2021.
  2. "Estée Lauder Companies investiert in DECIEM, The Abnormal Beauty Company". June 16, 2017. onvista.de. Retrieved January 29, 2021.
  3. The Cult Skin-Care Brand Whose Secret Ingredient Is Being Dirt Cheap". January 29, 2018. newyorker.com. Retrieved January 29, 2021.
  4. Blackout Tuesday: How the beauty industry is supporting the Black Lives Matter cause. June 2, 2020. cosmeticsbusiness.com. Retrieved January 26, 2021.