In an industry that called out for behavior, such as misleading advertisements, indecipherable ingredient lists, and questionable claims, a transparent beauty brand like Deciem naturally stands out.
Its unconventional founder, Brandon Truaxe, started the Toronto based company in 2013 with a very non traditional strategy that is reflected in Deciem’s tagline: The abnormal beauty company. Although Truaxe is a seasoned entrepreneur with two previous skincare brands under his belt, he does not operate as a CEO. Exhibit A: Go to his bio on the Deciem site and you will be greeted with a lovely photo of Truaxe grinning with the words, the FOUNDER IS SCREWED UP! , floating next to his head.
Proof of Truaxe behavior: he ignored the naysayers and put out to do 10 things in once, he is accused of industry insiders of being fraud artists plus he keeps communication with customers. Virtually every one of those Instagram posts is composed by Brandon.
He’s hands-on in each area, states Nicola Kilner, the Co Chief executive officer of Deciem. Kilner signed on more than four decades back when Truaxe recruited her from her position as Head of Innovation for Boots in the UK. I just had the feeling that Brandon is one in seven million, and I wanted a change, states Kilner, of her decision to make a jump from faith.
What she had was a mischievous work partner who once conducted a Facebook ad featuring a photo of her like a joke. When things are stressful, Brandon puts a grin on everyone’s face. I am a calming effect, but he makes me screwed up, Kilner says with a laugh.
Playfulness aside, the company is currently shaping up to be a serious player in the beauty biz. Deciem’s portfolio of products includes skin care, make-up, supplements, and items designed to appeal to a wide audience, including skincare geeks, individuals who dabble in injectables, and beauty editors equally. From the 10 brands under the Deciem umbrella, the breakout star is The Ordinary, a much buzzed about a variety of remedies based around tried and true ingredients such as glycolic acid, and vitamin C.
The products are put in dropper bottles and tubes that look like they came straight from the laboratory, and sound like they had been named by a dorky chemist. Ascorbyl Glucoside Solution 12 percent is one example. Clinical white labels add to the well crafted branding. The one thing which seems out of place in this collection is the prices. The most expensive item is peptide serum, Buffet, which prices $14.80. The most of the other products are under ten dollars.
. Deciem has the ability to keep prices low by focusing on top quality ingredients which are widely manufactured all around the world, and for that reason pretty inexpensive to buy. It is a simple concept, but the business has done such a good job of positioning luxury creams and serums as superior that initially, The Ordinary price points have been met with doubt. Deciem aims to undo that programming by likening skincare products to healthcare items. In the event that you’d a headache and you also saw a bottle of aspirin for two bucks and one for two hundred bucks, you’d never invest two hundred. Do you? . Though it’s low priced, you do not doubt that the two dollar bottle will get rid of your headache, says Kilner.
People who don’t require convincing literally cannot get their hands on the ordinary products quickly enough. In Apr 2017, the brand introduced two foundations: Coverage Foundation and Serum Foundation, for $6.90 and $6.70 respectively. There is presently an astonishing 75, 000 individual waiting list to get the makeup. Even though it was an extremely expected launch, the corporation’s process is partially to blame for the delays in replenishing stocks. We do our own production and we only have mixing machines, Kilner clarifies.
The stock backlog is frustrating, but the impressive requirement proves that Deciem’s direct, no-BS business plan is resonating with lovers. The packaging that is programmable doesn’t hurt, either. Deciem has been around for four decades, but the real explosion has happened over the last 12 to 18 months, says Kilner. We offered two million units in the initial 3 decades, and in the last year, we have sold about eight million. So business has quadrupled, it has gone crazy.
The Deciem execs are not the only ones doing the mathematics. In June 2017, the business announced that it’d obtained funding from The Esté, e Lauder Companies Inc., a significant indication that they are onto something.
Though Kilner clarifies that Lauder’s investment was rather a small minority, the spin-offs were fast from the customers who feared that deciem was sold and might start testing on animals. We were destroyed by our lovers, but Brandon composed a letter and it turned into a positive experience, says Kilner. Right after the uproar started, Truaxe published a psychological explanation on their site, reassuring to the public that the partnership wouldn’t change Deciem’s DNA.
However, as it says on the Deciem Instagram page, the provider hellbent on changing everything in beauty. , They’re leading the way toward more transparency about pricing and ingredients, and increased speed in getting new products on the market.
Among the benefits of being smaller is that we may have a fresh concept to start in about three months. I am not saying 10 years from now we will still be as eloquent, but I do think many brands take too long. Look at what Zara has done to fashion, I think the fast beauty concept will come, says Kilner.
Their core brands: The Ordinary, NIOD, The Chemistry Brand, Hylamide and Fountain, while sparking more interest in their haircare and lesser known brands in the lineup. This could be harder in practice, Deciem has an overwhelming volume of SKU and the complex concepts might be puzzling to shoppers used to class breakdowns.
The abnormal beauty company
Upcoming plans for retail expansion might help ease the learning curve. The very first Deciem store in the U.S.Only opened in NY City and the firm plans to open a few more mortars and brick locations in NYC, Miami, LA, San Francisco, California and Chicago in 2018.
Deciem’s on-line presence is increasing, also, the Ordinary is scheduled to fall on Sephora.com on December 20. With a strong word-of mouth, validation from the beauty world and growth, the abnormal manners of Deciem just could become the new standard.