Deciem

The Ordinary, Deciem’s flagship brand, went from disruptor to industry giant. Co-founder Nicola Kilner shares how the company stays true to its founding ethos, even after an acquisition and amid growing competition, for The State of Fashion: Beauty Volume 2.

Years after Brandon Truaxe, the trailblazing beauty founder, passed away, his partner Riyadh Swedaan has launched a skincare collection in his name.

Canada’s export-driven beauty startup scene is responding to the threat of tariffs with a newfound product patriotism.

In the face of discount-seeking consumers and dupe culture, brands are doing more to prove their formulas are worth their premium prices.

It’s not just facial skincare that gets 10 steps or more these days as influencers drive demand for entire scalp, hair, body and hand care routines.

Deciem’s other skincare brand, NIOD, also sells serums with names straight out of a lab, but with more complex formulations and higher-end packaging. A decade into the science-backed skincare craze, the company believes its consumers are ready to move upmarket.

With no advertising, PR or e-commerce, the store in London’s Soho is fast-becoming a cult classic. The brand is weighing how to expand without losing its magic.

The beauty giant is changing its parent company name and debuting non-acne products, signalling a shift in how shoppers are buying skin products today.

The American prestige beauty giant’s purchase of the company, best known for $6 serums, is a sign of the increasing blur between drugstore and luxury.

The beauty conglomerate is increasing its stake in The Ordinary’s parent company to 76 percent, with plans to purchase the rest of the company in three years.