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