Brand Profile: Deciem is Changing the Beauty Game

Deciem Hudson's Bay The Point

Known as the Abnormal Beauty Company, this Canadian brand is a welcome disruptor in the industry.

A few local brands have been making waves in the beauty industry in recent memory, one major player being Deciem, with its stable of simple, yet super-effective skin care labels, like Hylamid, NIOD and The Ordinary. The Toronto-based brand is so popular in fact that Estée Lauder & Companies bought a stake in it earlier this year, with the goal of helping Deciem continue its upward trajectory.

Aimed at giving customers simple-yet-informative descriptions of each of their products, Deciem, and in turn their star collection The Ordinary, focuses on delivering one concentrated and highly effective main ingredient in each tube or bottle—think retinoids and vitamin C for anti-aging, hyaluronic acid for hydration, and more.

With sleek package design and forward-thinking products (you can actually send product ideas to the brand through their website if there is something your skin really craves!), this is one burgeoning beauty brand to keep an eye on—and add into your daily regime.

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