The Extraordinary Skincare Brand Shaking Up the Industry
If you haven't heard of Deciem, The Abnormal Beauty Company, you should firmly place them in your skincare "ones to watch" list. Immediately. Their no-bullsh*t approach to skincare has made them a cult brand on an international scale — they're the company behind Hylamide and NIOD — and they're now making waves Down Under as a selection of products are now stocked at Priceline, Adore Beauty and RY, and their e-commerce stores also now ship to Australia.
However it's their newest range of active skincare serums, launching on October 1 under The Ordinary brand name, which is causing a stir for an unexpected reason: they're ridiculously cheap. We're talking $9.80 for their Vitamin C Suspension + HA Spheres serum, and $17.90 for their Advanced Retinoid formula. Seriously. They've sold more than 43,000 units in the UK in just two weeks.
I know what you're thinking, because honestly, that's what I was thinking too. Just how can you make effective skincare so cost-effective? They must be compromising on quality, right? Well, wrong. We caught up with Nicola Kilner, co-CEO of Deciem, when she was in Sydney and she had some truth bombs about the skincare industry that blew my beauty-mind.