What does DECIEM stand for?

Deciem is a Toronto-based company founded in 2013 by a serial beauty entrepreneur named Brandon Truaxe. The company name is a metaphor of sorts. According to a company representative, "The name comes from decima, which means 'ten' in Latin.

Why is Deciem controversial?

As Deciem's sub-brand the Ordinary gains popularity for its $9 acids, its founder gains notoriety for his incendiary and even offensive Instagram presence. He's used the platform to insult fans, cancel partnerships, and even posted a photo of an impoverished-looking New Yorker in front of one of the brand's stores.

Why is The Ordinary called Deciem?

More evidence of Truaxe's screwy behavior: He ignored naysayers and set out to do 10 things at once (the name Deciem was inspired by the Latin word decima, which means “tenth”), he's accused industry insiders of being scam artists and he maintains direct communication with customers.

Is Deciem a Korean brand?

Both the products on the left in the two photos above are the old version, while the products on the right are the new version imported from DECIEM Korea from now onward.

Why was The Ordinary Cancelled?

The brand has since closed all of its stores

Skincare brand Deciem has temporarily shut down after its founder made the shock announcement on social media, citing “major criminal activity.”

Who is DECIEM founder Brandon Truaxe — and what happened to him?

Does Estée Lauder own Deciem?

(“DECIEM”), the Canadian-based, vertically integrated, multi-brand company. The Estée Lauder Companies (“ELC”) now owns approximately 76% of DECIEM (up from 29%), and has agreed to purchase the remaining interests after a three-year period at a price that will be determined based on the future performance of DECIEM.

Is DECIEM UK based?

Company Description: DECIEM UK LTD. is located in LONDON, United Kingdom and is part of the Health and Personal Care Stores Industry. DECIEM UK LTD. has 159 employees at this location and generates $134.81 million in sales (USD).

Is DECIEM cruelty-free?

DECIEM does not test on animals and does not ask others to do so. DECIEM has been certified with the Leaping Bunny stamp of approval, a widely recognized standard for personal care and household products.

Is ordinary a Korean brand?

Korean Skincare Products

When Canadian company Deciem launched skincare brand The Ordinary in 2016, their effective products at unbeatable prices commanded the attention of the beauty industry.

Who owns The Ordinary brand?

Estée Lauder Companies (ELC) has increased its ownership of the skin care brand developer Deciem. The New York-based industry giant first invested in the maker of The Ordinary in 2017 and announced the gradual takeover of Deciem in February. ELC has since increased its stake from 29% to 76%.

Why is ordinary so popular?

Due to its cruelty-free quality ingredients and promising results, The Ordinary has been able to gain a loyal customer base from customers around the globe. After five years of developing and perfecting its formulas, the DECIEM-helmed label has now become the world's most popular skincare brand.

Why did The Ordinary leave Sephora?

“We are leaving Sephora due to payment issues but will launch online and in stores with Ulta and Douglas imminently.” The Ulta move is happening ahead of schedule, with WWD reporting that it was originally slated for 2019. It's unconfirmed at this time when the products will become available at the site.

How did Deciem founder dead?

Last year, even as Deciem grew, Mr. Truaxe plunged the company into chaos. He was committed to hospitals four times in three countries. He died in January of this year, after a fall from a Toronto condominium.

Who is the CEO of The Ordinary skincare?

Nicola Kilner was pregnant with her firstborn, Mila, when she became CEO of Deciem in 2018.

Is The Ordinary a Canadian brand?

Canadian Beauty Brand The Ordinary Quietly Returns To Sephora After Their Abrupt Departure In 2018.

Is ordinary vegan?

You'll be pleased to know that The Ordinary products are indeed vegan, and are certified vegan by PETA. This goes for both the skincare products as well as the makeup that the brand also sells.

When did Estee Lauder buy The Ordinary?

Mar 3, 2021

Estée Lauder's newest acquisition is Deciem, parent company of six brands including their most popular one: The Ordinary. Estee Lauder already owned about 28% of Deciem and just signed a deal to acquire the remaining of the company throughout a 3-year period.

Who is Nicola Kilner?

Nicola Kilner is the co-founder and CEO of Deciem, “the abnormal beauty company” known for flouting beauty-industry conventions and creating cult favorites in the process. Earlier this year, the brand launched something fans have long been asking for: the calming signature scent of Deciem brick-and-mortars bottled.

Is The Ordinary being discontinued?

The Ordinary Salicylic Acid Serum Is Officially back, After Being Discontinued In 2019 | Glamour UK.

What company owns drunk elephant?

TOKYO – October 8, 2019 – Shiseido Company, Limited (Tokyo Stock Exchange, First Section: 4911) (“Shiseido”) today announced that Shiseido Americas Corporation (“Shiseido Americas”), a subsidiary of Shiseido, has signed a definitive agreement to acquire DRUNK ELEPHANT™ (“Drunk Elephant”), a leading and fast-growing ...

Where is Deciem made?

The inside story of how the beauty company and its controversial founder changed an industry forever. The Deciem store in Toronto's Distillery District.

What happened to The Ordinary CEO?

Death. Only a few months later, Truaxe died at age 40. His death took place early on morning, 20 January 2019, reportedly after falling from his Toronto apartment in the Distillery District.

Is Deciem really closing?

DECIEM, The Ordinary's parent company, announced the closure of four of its beauty brands: haircare brand HIF, minimalist skincare brand Hylamide, room fragrance line Abnomaly and body care label The Chemistry Brand. DECIEM will be focusing on The Ordinary and NIOD.