In April, the Internet went crazy for a $6 foundation that had a 25,000 person waitlist worldwide. The product, which comes from Canadian brand The Ordinary, received rave reviews from beauty editors and bloggers everywhere for its effectiveness and price point.
Flash-forward to October, and the brand announced a follow-up to its wildly popular foundations — a foundation that’s lighter than water.
Truth be told, The Ordinary is anything but ordinary. The brand falls under the umbrella of a larger company called Deciem (a.k.a. The Abnormal Beauty Company), a Toronto startup founded by Brandon Truaxe (formerly of Indeed Labs) in 2013. Its premise? Creating products using cutting-edge science and offering them at modest price points.
Deciem has 10 brands (hence the company name, which stems from the Latin word decima, meaning 10 in a sequence), with products ranging from skincare to haircare and even supplements. All of the products (and their packaging) are created, designed, tested and manufactured at Deciem’s Toronto HQ, located in Corktown on Richmond Street East, which is what allows the company to be so cost-effective. The sales, marketing, administration and logistics teams also share this space.
The Abnormal Beauty Company currently has stores in Toronto, Seoul, Mexico City, Australia and London, and its products can be found at Boots, Sephora, Urban Outfitters and more.
Ready to try Deciem? Check out some of their hero products below:
DECIEM Hero Products
The Chemistry Brand Hand Chemistry
($7, deciem.com)
This is the product that started it all. After leaving Indeed Labs in 2012, Deciem founder Brandon Truaxe had a two-year facial anti-aging non-compete clause to deal with. So, he decided to launch anti-aging hand products under the name Hand Chemistry. This cream is now a best-seller in the U.K., with women supposedly buying the product in bulk to use on their faces.
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DECIEM Hero Products
NIOD Copper Amino Isolate Serum 1.00%
($60, deciem.com)
This anti-aging serum is a fave in the beauty world thanks to its ability to keep your skin in a constant state of repair. Yes, it’s a bit pricier compared to other Deciem products, but considering how high-tech it is (it actually works to improve your skin’s health, activating different body functions like wound healing, collagen production and anti-inflammatory responses), we say it’s well worth the price.
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DECIEM Hero Products
NIOD Bio-Lipid Lip Concentrate
($60, niod.com)
Dreaming of full pout without the fillers? Try this lip plumper. Unlike other lip-plumping products, this one actually fills out your lips over time, along with giving you immediate results.
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This is one of the most talked about Hylamide products. It essentially does the work of several different products in one by combating dryness and dehydration, fine lines, wrinkles, dullness and skin sagging. Perfect for the lazy girl (or guy!) in all of us.
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Think of this as an alternative to a self-tanner. This DHA-free formula is a fave of makeup artist Wayne Goss, and is said to give you a golden glow within two to three days.
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While most skin care products containing hyaluronic acid or vitamin B5 costs a pretty penny (a certain popular gel from a well-known brand will set you back $82), The Ordinary’s version is only a fraction of the price. But don’t let its shockingly low cost make you skeptical: unlike most hyaluronic acid products that offer surface hydration that’s temporary, this high-performance serum penetrates moisture into several different levels of your skin. (TL;DR: it’ll hydrate and plump your skin just as well, if not better, than its expensive counterparts).
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For those with sensitive skin, any products with retinoids (a.k.a. vitamin A) may seem scary, especially with stories of the ingredient being drying, irritating and making skin more susceptible to sunburn. However, that doesn’t mean you have to miss out on its benefits (which, for the record, are a lot, with reduced hyper pigmentation, smoother skin texture and collagen growth being a few). This serum contains two “next-generation forms of retinoid” (including retinol) which is said to reduce signs of aging even better than retinol alone, and without the irritation. And at this price point? We’re sold.
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Remember seeing billboard ads for Inhibitif a few years ago? Turns out, it was another Deciem brand. This serum, like the name suggests, inhibits hair growth, meaning less shaving and waxing in the long run.
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DECIEM Hero Products
Stemm High-Amino Shampoo
($29, stemm.co)
Caffeine isn’t just good for waking you up in the morning — it can wake up your hair follicles too. Those with experiencing thinning hair or hair loss can benefit from this shampoo concentrate which, as Deciem says, acts as “skincare for hair.” The combo of caffeine, amino acids and biotin targets the help of your hair follicles, scalp, and, in turn, your hair, adding volume and density without stripping it of its natural oils.
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Gents looking to reap the benefits of caffeine for hair can do so with this shampoo from Ab Crew, Deciem’s line for “the modern man.” It delivers more caffeine than nine cups of coffee (!!) directly to your scalp, so if the bright yellow bottle isn’t enough to wake you up in the morning, at least the formula should do the trick.
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One of the most popular elixirs from Fountain’s range of beauty supplements, this plumping potion will give you all the benefits of hyaluronic acid from the inside out.
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DECIEM Hero Products
HIF Volume Support
($24, hif.co)
Unlike most cleansing conditioners, this one foams up, which, let’s be honest, is much more satisfying than a non-lathering formula. Not only will it add volume, but it’ll also strengthen and condition hair, meaning you can wash your hair in just one step.
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The post The Best Deciem Products: The Abnormal Beauty Company’s Best Offerings appeared first on FASHION Magazine.
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