Of its three skincare brands, DECIEM has a lesser-known luxury line called NIOD (Non-Invasive Options in Dermal Science) that people are obsessed with-myself included. Their skincare and makeup brand The Ordinary grew a massive fan base following its launch of affordable scientific-grade ingredients and the lightweight Serum Foundation, which boasted a waitlist of over 25,000 people. Tired of industry mark-ups for low-cost ingredients, Brandon Truaxe, founder of DECIEM, was a visionary who decided to make his brand (well, 10 brands) unconventional, and he aimed to off-center the established beauty industry giants. All of their operations take place in-house at their Toronto headquarters, and they don’t have PR or a marketing budget, which keeps their prices affordable and their cult-like followers happy. DECIEM is the parent company of 10 brands (and counting) featuring skincare, makeup, body products, haircare, and supplements. If DECIEM were a basketball player, it’d be LeBron James, Steph Curry, Kevin Durant, Kawhi Leonard, and James Harden, all rolled into one all-star.
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January 2023
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