Here’s something refreshingly abnormal…
Photo: d. king
An umbrella of brands focused on advanced functional beauty.
Recently I’ve been introduced to an abnormal beauty company through a beautiful friend of mine. Someone who’s advice I trust and who, like myself, has tried a lot of different skincare + makeup products. She lives in LA and orders her products online because the company resides in Canada Whaaat??
The company is called Deciem (inspired by the Latin word decima, which means “tenth”) – a Canadian company originating from Toronto. Deciem’s tagline is “The Abnormal Beauty Company.” The brand of products she’s referring to are called “the ordinary.” But the best thing about the ordinary is not ordinary at all, especially in the overpriced, over marketed beauty industry of today: the line is marketed with effective products at very reasonable prices. You had me at effective and reasonable.
Since I do not like to waste what I have not yet finished, I only bought three of their products for now – a surface hydration formula called “Natural Moisturizing Factors+HA, Hyaluronic Acid 2%+B5 and Retinol in Squalene (starts at 2% plus). The hyaluronic acid & retinol are in dropper bottles.
Allure Magazine has this to say: the company is shaping up to be a serious player in the beauty biz. Deciem’s portfolio of products includes affordable skincare, makeup, supplements, and haircare items designed to appeal to a wide audience, including millennial skin-care geeks, people who dabble in injectables, and beauty editors like me alike.
In an industry that’s often called out for dubious behavior, like misleading ads, indecipherable ingredient lists, and questionable claims, a refreshingly transparent beauty brand like Deciem naturally stands out.
I’m already hooked.
Here’s an article on the founder himself taken from Allure Magazine:
About the Company:
Have you tried any of their products?